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The Effects Of Risk And Benefit Perceptions On Attitudes Of Customers Towards B2C Web Sites

descriptionPublicationkeyboard_double_arrow_right Article , Presentation , Other literature type , Conference object 13 Oct 2017 Turkey English Publisher:Zenodo
Authors: Civelek, Mustafa Emre;

doi: 10.5281/zenodo.1456578 , 10.5281/zenodo.1456577 , 10.5281/zenodo.2557268 , 10.5281/zenodo.2557267

handle: 11467/1749

The Effects Of Risk And Benefit Perceptions On Attitudes Of Customers Towards B2C Web Sites

Abstract

Müşterilerin internet üzerinden alışveriş ile ilgili risk ve fayda algıları bulunmaktadır. Bu algıları onların çevrimiçi mağazalara karşı oluşturdukları tutumları üzerinde etkilidir. Bu araştırmanın amacı müşterilerin siteye karşı tutumları ve fayda algıları üzerinde risk ve fayda algılarının etkisinin açıklanmasıdır. Risk algısı ürün riski ve finansal risk boyutlarından oluşmaktadır. Ürün riski ve finansal riskin siteye karşı tutum üzerinde negatif etkisi olduğu istatistiksel olarak anlamlı bulunmuştur. Fayda algısı alışverişte zaman ve mekân esnekliği ile ürün çeşitliliği boyutlarından oluşmaktadır. Alışverişte zaman ve mekân esnekliği ile ürün çeşitliliğinin siteye karşı tutum üzerinde pozitif etkisi olduğu istatistiksel olarak anlamlı bulunmuştur. Siteye karşı tutumun net fayda üzerine etkisi istatistiksel olarak anlamlı bulunmuştur. Bu araştırmanın önemli bulgusu müşterilerin internet ile ilgili algılarının B2C sitelerine karşı geliştirdikleri tutumlarında rol oynamasıdır.

Customers have risk perception and benefit perception regarding online shopping. These perceptions are influential on their attitudes towards the online shops. The aim of this research is to clarify the effects of risk and benefit perceptions on attitude toward site and net benefit perceptions of the customers. Risk perception is composed of product risk and financial risk dimension. Negative effects of product risk and financial risk on attitude toward site were found statistically significant. Benefit perception is composed of shopping flexibility and product selection. Positive effects of shopping flexibility and product selection on attitude toward site were found statistically significant. Positive effect of attitude toward site on net benefit was found statistically significant. Important finding of this paper is that perception of the customers regarding internet play a role in the attitude towards B2C web sites.

7th International Conference of Strategic Research on Social Science and Education (ICoSReSSE) 13-15 October, 2017 • Titanic Deluxe Belek/Antalya/Turkey

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Turkey
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Keywords

Benefit Perception, Risk Algısı, Net Benefit, Risk Perception, Net Fayda, B2C, Net Benefit, Attitude Towards Site, Risk Perception, Benefit Perception, Fayda Algısı, Siteye Karşı Tutum, B2C, Attitude Towards Site, Risk Perceptions, Benefit Perceptions, B2C

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popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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