THE INFLUENCE OF PHYSICAL ENVIRONMENT QUALITY ON RISK PERCEPTION IN JEWELRY STORES
THE INFLUENCE OF PHYSICAL ENVIRONMENT QUALITY ON RISK PERCEPTION IN JEWELRY STORES

Summary/Abstract: The physical environment quality is an important marketing factor affecting consumers' purchasing decisions in retail outlets. The exchange of valuable products in jewelery stores affects consumers' financial and social risk perceptions. In this context, the aim of the research is to determine the effect of physical environment quality on financial and social risk perception in jewelery stores. The research was carried out by sampling on 287 people who shop at jewelery stores on the internet. Survey data were obtained through e-survey. Reliability, validity and normal distribution tests were applied to the datas, and the hypotheses were analyzed by the structural equation model. According to the results of the research, physical environment quality affects the financial risk perception in the positive direction and affects the social risk perception in the negative direction. At the end of the study, findings were interpreted and discussed.

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