Algılanan risklerin online alışveriş niyeti üzerindeki etkisi: Ankara örneği

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829280 The effect of perceived risks on online shopping intention.pdf (2.52 MB)

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2023

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Tourism Management
The aim of Atılım University Department of Tourism Management is to train tourism managers who are able to compete at an international level by offering quality education opportunities. Graduates employed as managers in the fields of accommodation, travel, catering, gastronomy, transportation, congress, conference organization begin their professional life while they are still interns. The academic staff consists of faculty members who are experts in their field, as well as sector professionals. With five years of education including the preparatory English courses offered, the courses of the department are in English. The course program consists of applied and theoretical courses devised with respect to the global trends in tourism. Students perform their internship studies at hotel chains, A-Class travel agencies and professional tourism companies. Our Department is in contract with universities abroad within the scope of the Erasmus student Exchange program. With its quality of education documented by TURAK (Tourism Education, Evaluation and Accreditation Board), Atılım university Department of Tourism Management is the first undergraduate program in Turkey to hold the accreditation.

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Bu araştırma, Türk tüketicilerinin çevrimiçi satın alma niyetleri üzerinde finansal risk, kalite riski ve teslimat riskinin etkisini araştırmaktadır. Çalışmada, katılımcıların kendi yanıtlarını sağladıkları bir anket ve kolayda örnekleme yöntemini kullanarak 300 Türk tüketiciden ampirik veri toplanmıştır. Bu araştırmada finansal riskin, kalite riskinin ve teslimat riskinin çevrimiçi satın alma niyeti üzerinde bir etkisinin olduğu öne sürülmektedir. Bu risk unsurlarının satın alma eğilimi üzerinden olumsuz bir etkisinin olduğu tespit edilmiştir. Sonuçlar, çevrimiçi alışverişle ilgili algılanan riskin değerlendirilmesi ve ele alınması için önemli bir çerçeve sunmakta ve potansiyel olarak Türk tüketicilerin katılımının artmasına ve e-ticaret alanındaki algısal noksanlıkların azalmasına katkı sağlamaktadır. Anahtar Sözcükler: Algılanan risk, çevrimiçi alışveriş, alışveriş niyeti, Türk tüketicisi, E-ticaret.
This research investigates the effect of financial risk, quality risk, and delivery risk on the online purchasing intention of Turkish consumers. Using a self-administered survey and convenience sampling, empirical data was collected from 300 Turkish online customers in this study. The research proposes that financial, quality, and delivery risks have a significant effect on online shopping intention. It is discovered that those risks have a negative effect on shoppers' intentions. The results provide a significant framework for assessing and handling the perceived risk associated with online shopping, potentially resulting in heightened participation by Turkish consumers and a decrease in their perceptual shortcomings in the realm of e-commerce. Keywords: Perceived risk, shopping online, shopping intention, Turkish consumers, E-commerce.

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İşletme, Business Administration

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113

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https://hdl.handle.net/20.500.14411/4415

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Master Tezler / Master Thesis