THE EVALUATION OF THE RELATIONSHIPS AMONG PERCEIVED RISK OF DELIVERY, ONLINE PURCHASE ATTITUDE, AND INTENTION OF CONSUMERS

Although online shopping offers many benefits to consumers such as productvariety, price comparison opportunity, space, and time convenience, it is seen that the onlinepurchase intention of consumers is affected by the risks of online shopping. In the literature,the risks of online shopping have been examined in general, but it has been found thatdelivery risk, one of the essential elements of online shopping, has not been addressed indetail. Therefore, this study aims to examine the perceived delivery risks of consumers inonline shopping. For this purpose, primary data was collected with a face-to-face surveymethod from 482 respondents. The confirmatory factor analysis determined that theperceived delivery risk consisted of four factors, namely product risk, non-delivery risk,financial risk, and time risk. In the second stage, the effects of these risks on online purchaseattitude and intention were analysed with path analysis. Therefore, this study is thought tofill an essential gap in the literature and will guide future studies.

TÜKETİCİLERİN TESLİMAT RİSKİ ALGILARI, ONLİNE SATIN ALMA TUTUMLARI VE ONLİNE SATIN ALMA NİYETLERİ ARASINDAKİ İLİŞKİLERİN DEĞERLENDİRİLMESİ

Online alışveriş tüketicilere ürün çeşitliliği, fiyat karşılaştırma imkanı, mekan ve zaman kolaylığı gibi birçok fayda sunsa da, tüketicilerin online satın alma niyetlerinin online alışverişin taşıdığı risklerden etkilendiği görülmektedir. Literatür incelemesi yapıldığında, online alışveriş risklerinin genel çerçevede incelenmiş olduğu, ancak online alışverişin gerek tüketiciler gerekse de işletmeler için en önemli unsurlarından biri olan teslimat riskinin detaylı olarak ele alınmadığı tespit edilmiştir. Bu nedenle, bu çalışma, tüketicilerin çevrimiçi alışverişte algıladıkları teslimat risklerini kapsamlı bir şekilde incelemeyi amaçlamaktadır. Bu amaçla, 482 katılımcıdan yüz yüze anket yöntemi ile birincil veriler toplanmıştır. Doğrulayıcı faktör analizi ile algılanan teslimat riskinin ürün riski, teslim edilmeme riski, finansal risk ve zaman riski olmak üzere dört faktörden oluştuğu belirlenmiştir. İkinci aşamada ise, bu risklerin online satın alma tutum ve niyetine etkileri yol analizi ile analiz edilmiştir. Bu sayede, bu çalışmanın literatürdeki önemli bir boşluğu dolduracağı ve gelecekteki çalışmalara yön vereceği düşünülmektedir.

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