Cilt 8 Sayı 4 (2020): Business & Management Studies: An International Journal
Makaleler

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

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  • Hayriye Nur BAŞYAZICIOĞLU
Hayriye Nur BAŞYAZICIOĞLU
Erciyes Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i4.1724

Yayınlanmış 2020-12-10

Anahtar Kelimeler

  • Algılanan Risk, Online Satın Alma Niyeti, Online Satın Alma Tutumu
  • Perceived Risk, Online Purchase Intention, Online Purchase Attitude

Nasıl Atıf Yapılır

BAŞYAZICIOĞLU, H. N. (2020). TÜKETİCİLERİN TESLİMAT RİSKİ ALGILARI, ONLİNE SATIN ALMA TUTUMLARI VE ONLİNE SATIN ALMA NİYETLERİ ARASINDAKİ İLİŞKİLERİN DEĞERLENDİRİLMESİ. Business & Management Studies: An International Journal, 8(4), 445–463. https://doi.org/10.15295/bmij.v8i4.1724
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Özet

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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