Risk Algısının Online Satın Alma Davranışı Üzerindeki Etkisinin İncelenmesi
Examining the Effects of Risk Perception on Online Buying Behavior

Summary/Abstract: Especially the effect of the pandemic has forced many people to switch from traditional shopping methods to online shopping. This transition has brought many risks, according to some consumers. This research was conducted to examine the effects of and risk perception on consumers' purchasing behavior in online shopping. These risk factors can be listed as "financial risk", "product risk", "time risk", "delivery risk", "social risk", and "information security risk". In accordance with this purpose, data were collected (n=393) and analyzed through a questionnaire approved by the ethics committee. The SPSS package program was used to analyze the data. Frequency and percentage analyzes were used to report the socio-demographic characteristics of the participants, one-way analysis of variance (ANOVA) and t-test were used to test the differences, and correlation and regression analyzes were used to measure the relationship and effects between the variables. As a result of the research, significant differences were found between the ages and payment methods of consumers and the perceived risk factors. At the same time, a negative significant relationship was found between the amount of spending and shopping frequency of consumers and the perceived risk. The negative effects of risk factors on purchasing are also one of the results.

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