Kurumsal İtibar ve Algılanan Riskin Tüketici Satın Alma Davranışına Etkisi: Elektronik Ticaret Perakende Sektöründe Bir Uygulama

Amaç - Çalışmanın temel amacı kurumsal itibar ve algılanan riskin tüketici satın alma davranışına etkisini araştırmaktır. Yöntem - Bu kapsamda elektronik ticaret üzerinden alışveriş yapan kişilere uygulanan anket çalışması sonucu 412 kullanılabilir anket elde edilmiştir. Anketten elde edilen veriler istatistik paket programına girilerek kodlanmıştır. Kullanılan ölçekler arasındaki ilişkiyi araştırmak için korelasyon, çoklu regresyon analizi uygulanmıştır. Bulgular - Araştırma sonuçlarına göre kurumsal itibar ve algılanan risk ile tüketici satın alma davranışı arasında anlamlı bir ilişki tespit edilmiştir. Kurumsal itibar ve algılanan risk tüketici satın alma davranışını etkilemektedir. Kurumsal itibar, tüketici satın alma davranışı boyutlarından mükemmeliyetçilik/ yüksek kalite odaklılık, marka odaklılık- fiyat=kalite bilinci, alışkanlık, marka odaklılık ve fiyat odaklılık değişkenlerini yüksek oranda etkilemektedir. Algılanan risk boyutlarından performans riski ve psikolojik risk boyutu kararsızlık, algılanan sosyal risk boyutu moda odaklılık, algılanan çevrimiçi ödeme riski boyutu bilgi karmaşası yaşama, algılanan teslimat risk boyutu ise düşünmeden alışveriş, dikkatsizlik tüketici satın alma davranış boyutlarını yüksek oranda etkilemektedir. Tartışma – Kurumsal itibarı artırmaya, algılanan riski ise azaltmaya yönelik çalışmaların yapılması satın alma davranışları açısından oldukça önemlidir. Kurumsal itibar ve algılanan risk temel alınarak yapılan araştırmalarla pazar stratejileri geliştirilebilir, değiştirilebilir ve yenilenebilir. Kurumsal itibar ve algılanan riskin tüketici satın alma davranışlarına etkisi, hem pazarlama literatürüne hem de internette faaliyet gösteren ve/veya göstermek isteyen kişi ya da kurumlara yol gösterici nitelikte katkı sağlayacaktır.

The Effect of Corporate Reputation and Perceıved Risk on Consumer Purchasing Behavior: an Application In Electronic Trade Retail Sector

Purpose - The main purpose of this study is to investigate the effect of corporate reputation and perceived risk on consumer buying behavior. Design/methodology/approach - In this context, 412 usable questionnaires were obtained as a result of the survey applied to people who shop via electronic commerce. The data obtained from the survey was coded by entering the statistical package program. Correlation multiple regression analysis were applied to investigate the relationship between the scales used. Findings - According to the results of the research, a significant relationship was found between the corporate reputation and perceived risk and consumer buying behavior. Corporate reputation and perceived risk affect consumer buying behavior. Corporate reputation affects the variables of perfectionist / high quality oriented, brand oriented- price = quality awareness, habit, brand oriented and price oriented variables. Among the perceived risk dimensions, performance and psychological risk dimension are indecisive, perceived social risk dimension is fashion oriented, perceived online payment risk dimension is experiencing confusion, perceived delivery risk dimension affects negatively shopping, careless consumer purchasing behavior dimensions. Discussion - The use of studies aimed at increasing corporate reputation and reducing perceived risk is for purchasing behaviors. Market strategies can be developed, changed and renewed through research based on corporate reputation and perceived risk. The impact of corporate reputation and perceived risk on consumer buying behaviors will provide a guiding contribution to both marketing literature and operating on the internet individiual or companies.

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