Tüketicilerin riskten kaçınma düzeylerine göre sanal alışveriş risk algısı ve sanal plansız tüketim eğilimlerinin belirlenmesi

Bu çalışmanın temel amacı, tüketicilerin riskten kaçınma düzeylerine göre sanal alışverişe yönelik algıladıkları risk, plansız satın alma eğilimi ve sosyo demografik özellikleri bakımından farklı olup olmadığını irdelemektir. Araştırma Internet üzerinden anket uygulaması ile gerçekleştirilmiştir ve 263 anketin verileri analizlerde kullanılmıştır. Analizler sonucunda riskten kaçınma düzeyi yüksek olan bireylerin sanal alışverişe yönelik risk algılarının yüksek olduğu ve sanal plansız satın alma eğilimlerinin de düşük olduğu belirlenmiş ve ulaşılan bulgular çerçevesinde farklı öneriler geliştirilmiştir.

Determining of consumers’ online shopping risk perception and online impulse tendency according to risk aversion level

The main aim of this study is investigating whether consumers’ perceived risk turned towards online shopping, impulse buying tendency and socio-demographics differentiate or not according to risk aver sion level. The survey realized by a questionnaire application on Internet, and data of 263 questionnaires were used at analysis. As a result of analysis it was found that people who have high level of risk avoid ance have a high level of perceived risk in online buying and have low online impulse buying tendency and some suggestions were developed in accordance with findings.

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