An Investigation of the Effect of Perceived Risk on Repurchase Intention in Online Vacation Purchases

Bilgi teknolojilerindeki hızlı gelişme, tüketicileri geleneksel satın alma yöntemlerinin yanı sıra hızla online alışverişe yönlendirmektedir. Literatürde her satın alma niyetinin ve davranışının düşük düzeyde olsa da risk içerdiği ifade edilmektedir. Bu durum algılanan risk ile satın alma niyeti arasında doğrudan bir ilişki kurulmasına imkân vermektedir. Online satın alımlarda algılanan risk hem satın alma niyetini hem de satın alma davranışını etkileyebilmektedir. Bu nedenle araştırmada tüketicilerin online satın alımlarda algıladıkları risk türleri ile algılanan riskin online tekrar satın alma niyeti üzerindeki etkisinin belirlenmesi amaçlanmaktadır. Araştırmada Türkiye’de bulunan tüm turizm fakültesi öğretim elemanları evren olarak seçilmiş ve hepsinin e-maillerine online algılanan risk ve tekrar satın alma niyetine yönelik ifadeler içeren anket gönderilmiştir. Katılımcılardan elde edilen kullanılabilir anket sayısı 129 olarak gerçekleşmiştir. Araştırmada elde edilen bulgular ışığında katılımcıların finansal risk, gizlilik ve kaynak riski, performans riski ve sosyal, fiziksel, psikolojik risk türlerinden etkilendikleri sonucuna ulaşılmıştır. Ayrıca araştırmada online tatil satın alımlarında algılanan risk ile tekrar satın alma niyeti arasında negatif yönlü ve anlamlı bir ilişki olduğu sonucu ortaya çıkmıştır. Sonuç olarak online tatil satın alımlarının artması için algılanan risk türleri ve önem dereceleri anlaşılarak; bu riskleri en aza indirmeye yönelik stratejiler geliştirilip uygulanması gerekmektedir.

Anahtar Kelimeler:

risk türleri, çevrimiçi tekrar satın alma niyeti, turizm, çevrimiçi pazarlama stratejisi

An Investigation of the Effect of Perceived Risk on Repurchase Intention in Online Vacation Purchases

The rapid development of information technology leads consumers to online shopping besides the current traditional purchasing methods. The perceived risk in online purchases can affect their purchase intention and behavior. For this reason, this study aims to determine types of risk which consumers perceive during online purchase and the effect of perceived risk on online repurchase intention. Members of the bachelor degree tourism schools and faculties Turkey were selected as the population and sent a survey form via e-mail. Finally, the number of available survey forms from participants was 129. Research findings indicate that participants were influenced by financial risk, privacy and source risk, performance risk and social, physical and psychological risk types. In addition, it has been found out that there is a negative and significant relationship between perceived risk and repurchase intention in online vacation purchase. Finally, some suggestions were put forth for reducing perceived risk in order to increase online vacation purchases.

Keywords:

risk types, online repurchase intention, tourism, online marketing strategy,

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