TÜKETİCİLERİN RİSKTEN KAÇINMA DÜZEYLERİNE GÖRE SANAL ALIŞVERİŞ RİSK ALGISI VE SANAL PLANSIZ TÜKETİM EĞİLİMLERİNİN BELİRLENMESİ

Yıl 2012, Sayı: 9, - , 20.04.2015

Tülay Yeniçeri Eyyup Yaraş Eyup Akın

Öz

Bu çalışmanın temel amacı, tüketicilerin riskten kaçınma düzeylerine göre sanal alışverişe yönelik algıla-dıkları risk, plansız satın alma eğilimi ve sosyo-demografik özellikleri bakımından farklı olup olmadığını irdelemektir. Araştırma Internet üzerinden anket uygulaması ile gerçekleştirilmiştir ve 263 anketin verile-ri analizlerde kullanılmıştır. Analizler sonucunda riskten kaçınma düzeyi yüksek olan bireylerin sanal alışverişe yönelik risk algılarının yüksek olduğu ve sanal plansız satın alma eğilimlerinin de düşük olduğu belirlenmiş ve ulaşılan bulgular çerçevesinde farklı öneriler geliştirilmiştir.

Anahtar Kelimeler

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Kaynakça

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