Öz
Technological developments have increased competition in online marketing. Therefore, some factors which have important roles in accepting online shopping gained importance for virtual firms. This study investigates relative importance of trust and perceived risk factors’ effects on consumer’s acceptance and rejection in online shopping. These factors are evaluated in the context of consumer’s online clothing shopping. Second order confirmatory factor analysis has been used to determine the impacts of the factors mentioned in the study. The sample group of this study consists of 400 consumers experiencing online clothing shopping and living in Kırşehir. The empirical results of this study reveal that consumer’s perception of institutional based trust -entailing the aspects of structural assurance and situational normality- is the most important factor in formation of online trust. The other influencing factor is the personality based trust with its credibility, integrity and benevolence dimensions. Another remarkable finding of the study is that product risk is revealed as the most important dimension of the risk perceived by the consumers in online clothing shopping.
Anahtar Kelimeler
Ayrıntılar
| Birincil Dil | tu |
|---|---|
| Bölüm | Articles |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Haziran 2016 |
| Yayımlandığı Sayı | Yıl 2016 Cilt: 3 Sayı: 2 |
Kaynak Göster
Research Journal of Business and Management (RJBM) is a scientific, academic, double blind peer-reviewed, quarterly and open-access online journal. The journal publishes four issues a year. The issuing months are March, June, September and December. The publication languages of the Journal are English and Turkish. RJBM aims to provide a research source for all practitioners, policy makers, professionals and researchers working in all related areas of business, management and organizations. The editor in chief of RJBM invites all manuscripts that cover theoretical and/or applied researches on topics related to the interest areas of the Journal. RJBM publishes academic research studies only. RJBM charges no submission or publication fee.
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