Asimetrik Bilginin E-Ticaret Üzerindeki Etkileri: Tüketicilerin Güven Eğilimleri Üzerine Bir Araştırma

Öz

Market structure and functioning of Electronic commerce that shaped by internet is different from the traditional market. Information based problems in electronic commerce is caused many concerns in consumers and stay away from e-commerce purchasing. Considering that e-commerce is shaped under the trust, effects of problems arising from asymmetric information on consumer's trust become more important in terms of the future of e-commerce. The purpose of the study, determining effects of adverse selection and moral hazard problems that arising from the asymmetric information on consumers' trust. In these context, students in three university in West Mediterranean Region was applied a questionnaire study. Applying factor, correlation and regression analysis to data obtained from 638 students, it was tried to determine the effects of adverse selection and moral hazard problems on trust. According to the analysis results it was found that adverse selection and moral hazard have negatively significant effect on consumers' trust propensity

Anahtar Kelimeler

• -

ASİMETRİK BİLGİNİN E-TİCARET ÜZERİNDEKİ ETKİLERİ: TÜKETİCİLERİN GÜVEN EĞİLİMLERİ ÜZERİNE BİR ARAŞTIRMA

Öz

İnternetle birlikte şekillenen elektronik ticaretin piyasa yapısı ve işleyiş biçimi geleneksel piyasalardan farklıdır. E-ticarette yer alan bilgi kaynaklı sorunlar internetteki ticari süreçler ile ilgili birçok endişeler ortaya çıkarmakta ve tüketicilerin elektronik ticaretten uzak durmalarına neden olmaktadır. Elektronik ticaretin güven çerçevesinde şekillendiği düşünüldüğünde, asimetrik bilgiden kaynaklanan problemlerin tüketici güveni üzerindeki etkilerinin belirlenmesi elektronik ticaretin geleceği açısından önem kazanmaktadır. Bu çalışmanın amacı, asimetrik bilgiden kaynaklanan problemler olan ters seçim ile ahlaki tehlikenin, tüketici güveni üzerindeki etkilerinin belirlenmesidir. Bu kapsamda Batı Akdeniz Bölgesinde yer alan üç üniversitede öğrenim gören öğrencilere anket çalışması uygulanmıştır. 638 öğrenciden elde edilen verilere faktör, korelasyon ve regresyon analizi uygulanarak, ters seçim ve ahlaki tehlikenin, tüketicilerin kişisel güven eğilimleri üzerinde anlamlı negatif ilişkisinin olduğu belirlenmiştir

Anahtar Kelimeler

• E-ticaret, Güven, Asimetrik Bilgi, Ters Seçim, Ahlaki Tehlike

Kaynakça

1. AKERLOF, G.A. (1970). “The Market for "Lemons": Quality Uncertainty and the Market Mechanism”, The Quarterly Journal of Economics, 84(3): 488-500.
2. BAKOS, J.Y. (1998). “The Emerging Role of Electronic Marketplaces on the Internet”, Comminications of The ACM, 41(8): 35-42.
3. BROUSSEAU, E. ve CURIEN, N. (2007). Internet and Digital Economics, Cambridge University Press, New York.
4. BRYNJOLFSSON, E. ve SMITH, M.D. (2000). “Frictionless Commerce? A Comparison of Internet and Conventional Retailers”, Management Science, 46(4):563-585.
5. CABER, M. (2010). Tur Operatörü-Seyahat Acentesi Elektronik Müşteri İlişkileri Yönetiminde Web Sitesi Kalitesinin Memnuniyet ve Güven Üzerine Etkisi, Doktora Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
6. CHEN, Y.W. (2006). Factors That Affect Online Consumer Trust in Taiwan, PhD Thesis, Lynn University, Florida.
7. CHOI, S.Y., WHINSTON, A. ve STAHL, D. (1997). Economics of Electronic Commerce, Macmillan Technical Publishing, Indianapolis, Indiana.
8. DIMOKA, A., HONG, Y. ve PAVLOU, P.A. (2012). “On Product Uncertainty in Online Markets: Theory and Evidence”, MIS, 36(2): 395-426.

9. ELLISON, G. ve ELLISON, S.F. (2005). “Lessons about Markets from the Internet”, The Journal of Economic Perspectives, 19(2): 139-158.
10. FABEL, O. ve LEHMANN, E.E. (2002). “Adverse Selection and Market Substitution by Electronic Trade”, Int. J. of the Economics of Business, 9(2): 175-193.
11. GEFEN, D. (2000). “E-commerce: The Role of Familiarity and Trust”, The International Journal of Management Science, 28: 725-737.
12. GEFEN, D., KARAHANNA, E. ve STRAUB, D.W. (2003). “Trust and TAM in Online Shopping: An Integrated Model”, MIS, 27(1): 51-90.
13. GRABNER, S. (2002). “The Role of Consumers‟ Trust in Online-Shopping”, Journal of Business Ethics, 39: 43–50.
14. HUSTON, J. H. ve SPENCER, R. W. (2002). “Quality Uncertainty and the Internet: The Market for Cyber Lemons”, American Economist, 46(1): 50-60.
15. IBRAHIM, A. K., KELLY, S. J., CHALLENOR, E. C. ve GLAZEBROOK, C. (2010). “Establishing the reliability and validity of the Zagazig Depression Scale in a UK Student Population: an Online Pilot Study”, BMC Psychiatry, 10(107): 2-10.
16. İYİLER, Z. (2009). Elektronik Ticaret ve Pazarlama, Başbakanlık Dış Ticaret Müsteşarlığı İhracatı Geliştirme Etüt Merkezi, Ankara.
17. KIM, D.J., FERRIN, D.L. ve RAO, H.R. (2008). “Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents”, Decision Support Systems, 44: 544–564.
18. KLEIN, L.R. (1988). “Evaluating the Potential of Interactive Media Through a New Lens: Search Versus Experience Goods”, Journal of Business Research, 41: 195–203.
19. KOOTSTRA, G.J. (2004). “Exploratory Factor Analysis: Theory and Application”, http://www.let.rug.nl/~nerbonne/teach/rema-stats-meth-seminar/Factor-Analysis- Kootstra-04.PDF, 26.07.2013.
20. LAUDON, K. ve TRAVER, C.G. (2010). Introduction to E-commerce, Prentice Hall, New Jersey.
21. LEE, B.C.- ANG, L. ve DUBELAAR, C. (2005). “Lemons on the Web: A Signalling Approach to the Problem of Trust in Internet Commerce”, Journal of Economic Psychology, 26: 607–623.
22. LEE, H.G. (1998). “Do Electronic Marketplaces Lower the Price of Goods?”, Communications of The ACM, 41(1): 73-80.
23. MCKNIGHT, H., KACMAR, C. and CHOUDHURY, V. (2002). “Whoops…Did I Use the Wrong Concept to Predict E-Commerce Trust? Modelling the Risk-Related Effects of Trust Versus Distrust Concepts”, IEEE Computer Science; Proceedings of the 36 th Hawaii International Conference on System Sciences (HICSS‟03), 182-192.
24. PAN, Y. (2008). “Improving the Cyber „Lemons‟ Market with a Trust-Intermediary in E- Commerce”, Wireless Communications, Networking and Mobile Computing (WiCOM '08) 4th International Conference, Print ISBN: 978-1-4244-2107-7: 1-6.
25. PAVLOU, P.A., LIANG, H. ve XUE, Y. (2007). “Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal– Agent Perspective”, MIS, 31(1): 105-136.
26. POLAT, Y. (2012). Faktör Analizi Yöntemlerinin Karşılaştırmalı Olarak İncelenmesi ve Hayvancılık Denemesine Uygulanışı, Doktora Tezi, Çukurova Üniversitesi Fen Bilimleri Enstitüsü, Adana.
27. QIN, D. and ZOU, L. (2009). “Discussion on Information Asymmetry in B2C E- commerce”,http://www.seiofbluemountain.com/upload/product/200911/2009zxqy hy09a4.pdf, 25.10.2011.
28. STEWART, N. (2009). Reputation in Electronic Markets: An Experimental Study, PhD Thesis, Nova Southeastern University Information Systems Doctor of Philosophy, Florida.
29. TAVAKOL, M. ve DENNICK, R. (2011). “Making Sense of Cronbach‟s Alpha”, International Journal of Medical Education, 2: 53-55.
30. TIMMERS, P. (1998). Business Models for Electronic Markets, Electronic Markets, 8(2): 3-8.
31. VULKAN, N. (2003). The Economics of E-commerce, Princeton University Press, New Jersey.