SANAL MAĞAZA ATMOSFERİNİN ONLİNE TEKRAR SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: İNTERNET ALIŞVERİŞİNDE ALGILANAN RİSKİN DÜZENLEYİCİ ROLÜ
THE EFFECT OF VIRTUAL STORE ATMOSPHERE ON ONLINE REPURCHASE INTENTION: THE MODERATING ROLE OF PERCEIVED RISK IN INTERNET SHOPPING
Author(s): Fatih ElibolSubject(s): Business Economy / Management, Accounting - Business Administration, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Arif YILDIZ
Keywords: Online Repurchase Intention; Virtual Store Atmosphere; Perceived Risk in Internet Shopping;
Summary/Abstract: The aim of this study is to examine the effect of virtual store atmosphere on online repurchase intention and the regulatory role of perceived risk in online shopping. In line with this purpose, data were obtained from 442 participants by using convenience sampling and online survey method. SPSS 22.0 and AMOS 23.0 programmes were used to analyse the data. The data were analysed through frequency analysis, confirmatory factor analysis, correlation and regression analyses. According to the research findings, it is seen that virtual store atmosphere has a positive and significant effect on online repurchase intention. Virtual store atmosphere explains 33.2% of the online repurchase intention variance. In addition, it has been determined that there is no regulatory role of perceived risk on the Internet in the effect of virtual store atmosphere on online repurchase intention.
Journal: R&S - Research Studies Anatolia Journal
- Issue Year: 6/2023
- Issue No: 3
- Page Range: 283-306
- Page Count: 24
- Language: Turkish
