Öğr.Gör.Hüseyin FİDAN, Prof.Dr.Mesut ALBENİ

ASİMETRİK BİLGİNİN E-TİCARET ÜZERİNDEKİ ETKİLERİ: TÜKETİCİLERİN GÜVEN EĞİLİMLERİ ÜZERİNE BİR ARAŞTIRMA

İnternetle birlikte şekillenen elektronik ticaretin piyasa yapısı ve işleyiş biçimi geleneksel piyasalardan farklıdır. E-ticarette yer alan bilgi kaynaklı sorunlar internetteki ticari süreçler ile ilgili birçok endişeler ortaya çıkarmakta ve tüketicilerin elektronik ticaretten uzak durmalarına neden olmaktadır. Elektronik ticaretin güven çerçevesinde şekillendiği düşünüldüğünde, asimetrik bilgiden kaynaklanan problemlerin tüketici güveni üzerindeki etkilerinin belirlenmesi elektronik ticaretin geleceği açısından önem kazanmaktadır. Bu çalışmanın amacı, asimetrik bilgiden kaynaklanan problemler olan ters seçim ile ahlaki tehlikenin, tüketici güveni üzerindeki etkilerinin belirlenmesidir. Bu kapsamda Batı Akdeniz Bölgesinde yer alan üç üniversitede öğrenim gören öğrencilere anket çalışması uygulanmıştır. 638 öğrenciden elde edilen verilere faktör, korelasyon ve regresyon analizi uygulanarak, ters seçim ve ahlaki tehlikenin, tüketicilerin kişisel güven eğilimleri üzerinde anlamlı negatif ilişkisinin olduğu belirlenmiştir

Anahtar Kelimeler:

E-ticaret, Güven, Asimetrik Bilgi, Ters Seçim, Ahlaki Tehlike

Asimetrik Bilginin E-Ticaret Üzerindeki Etkileri: Tüketicilerin Güven Eğilimleri Üzerine Bir Araştırma

Market structure and functioning of Electronic commerce that shaped by internet is different from the traditional market. Information based problems in electronic commerce is caused many concerns in consumers and stay away from e-commerce purchasing. Considering that e-commerce is shaped under the trust, effects of problems arising from asymmetric information on consumer's trust become more important in terms of the future of e-commerce. The purpose of the study, determining effects of adverse selection and moral hazard problems that arising from the asymmetric information on consumers' trust. In these context, students in three university in West Mediterranean Region was applied a questionnaire study. Applying factor, correlation and regression analysis to data obtained from 638 students, it was tried to determine the effects of adverse selection and moral hazard problems on trust. According to the analysis results it was found that adverse selection and moral hazard have negatively significant effect on consumers' trust propensity

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