E-PAZARYERLERİNİN BİLİNİRLİĞİNİN GÜVEN VE RİSK AZALTMA İLİŞKİSİNDE ÜRÜN TİPLERİNE GÖRE DÜZENLEYİCİ ETKİSİ

Öz

Birleşik Krallık’ta 733 katılımcıyla gerçekleştirilen araştırmanın amacı, yapısal bir model kullanarak e-pazaryerlerinin bilinirliğinin güven ve risk azaltma ilişkisi üzerindeki düzenleyici etkisini ürün tipleri bağlamında ortaya koymaktır. Katılımcılara, her biri üç farklı ürün tipi içeren iki farklı senaryodan biri tesadüfi sunularak, araştırma modeli test edilmiştir. Ürünler, arama ve deneyim ürünleri olmak üzere 3 farklı kategoride ele alınmıştır. Araştırma modelinde güven ile risk azaltma arasındaki ilişkiye bilinirlik ve ürün tipinin düzenleyici etkisi, PROCESS Macro kullanılarak Bootstrap yöntemine dayalı regresyon analizi ile değerlendirilmiştir. Sonuçlar, güven ve risk azaltma ilişkisi içerisinde bilinirliğin düzenleyici etkisinin ürün tipleri tarafından yönetildiği göstermektedir. Bu araştırma, pazarlama stratejileri açısından da önemli bulgular sunmaktadır. Bilinmeyen e-pazaryerlerinin, güven veren mesajlar kullanarak pazarlama iletişimlerine daha çok önem vermeleri gerektiğini önerilmektedir.

Anahtar Kelimeler

• Dijital Pazarlama
• Çevrimiçi Güven
• Risk Azaltma
• Bilinirlik
• Ürün Tipi

Destekleyen Kurum

TÜBİTAK

Proje Numarası

122K017

Etik Beyan

Bu çalışma bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır. Bu çalışmanın etik kurallara uygunluğu, Pamukkale Üniversitesi Etik Kurulu tarafından 23.03.2022 tarihli ve 68282350/2022/G06 sayısı kararıyla onaylanmıştır.

Teşekkür

Bu çalışmanın veri toplama süreci TÜBİTAK 122K017 numaralı proje desteği ile gerçekleştirilmiştir. Katkılarından dolayı TÜBİTAK’a teşekkürlerimizi sunarız.

THE MODERATING EFFECT OF E-MARKETPLACES FAMILIARITY ON THE RELATIONSHIP BETWEEN TRUST AND RISK REDUCTION BASED ON PRODUCT TYPES

Öz

The objective of the research, conducted with 733 participants in the United Kingdom, is to reveal the moderating effect of e-marketplace familiarity on the relationship between trust and risk reduction in the context of product types using a structural model. The research model was tested by randomly presenting participants with one of two different, each containing three different product types. Products were considered in 3 different categories as search and experience goods. In the research model, the moderating effects of familiarity and product type on the relationship between trust and risk reduction were evaluated with regression analysis based on the Bootstrap method using PROCESS Macro. The results show that the moderating effect of familiarity within the relationship between trust and risk reduction is managed by product types. This research also provides important findings in terms of marketing strategies. It is suggested that unknown e-marketplaces should give more importance to marketing communications by using trustworthy messages.

Anahtar Kelimeler

• Digital Marketing
• Online Trust
• Risk Reduction
• Familiarity
• Product Type

Destekleyen Kurum

TÜBİTAK

Proje Numarası

122K017

Etik Beyan

This study has been prepared in accordance with the rules of scientific research and publication ethics. The compliance of this study with the ethical rules has been approved by the Pamukkale University Ethics Committee with the decision dated 23.03.2022 and numbered 68282350/2022/G06.

Teşekkür

The data collection process of this study was carried out with the support of TUBITAK project number 122K017. We would like to thank TUBITAK for their contributions.

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