Araştırma Makalesi
BibTex RIS Kaynak Göster

The Perceived Risk And Value Based Model Of Online Retailing

Yıl 2012, Cilt: 3 Sayı: 9, 7 - 21, 01.09.2012

Figen Yıldırım Özgür Çengel

https://doi.org/10.5824/1309-1581.2012.4.001.x

Öz

On the perspective of highly intensive and globally emphasized conceptual approach of online retailing, there dimensions come forward as the emerging competitive factors derived from the literature. Cited as time, speed, and valued-added offerings in terms of products and services, this paper aims to target the consumer’s value and risk perception as an attempt to discuss the overall issue of interest on the ground of online shopping behavior. Briefly, the problem formulation part of this paper depends on the conflicting theory and implication of how risk and value is being perceived on the perspective of online shopping in terms of willingness to buy and recommend. In this study, a questionnaire has been conducted to Istanbul Commerce University students by utilizing quota sampling. The overall expectation is to generate a well defined extended structural equation model which will be checked by PLS path modeling systems. In this work, understanding of value and risk perception can pose a road map for the formation of marketing strategies that can be applied to the online retail market.

Anahtar Kelimeler

Online retailing perceived value perceived risk willingness to buy willingness to recommend PLS path modeling

Kaynakça

  • Almaghrabi, T., Dennis, C. & Halliday, S.V. (2011). Antecedents of continuance intentions towards e‐shopping: the case of Saudi Arabia. Journal of Enterprise Information Management, 24(1), 85‐111.
  • Ajzen, I.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179‐211.
  • Chang, M.K.(1998). Predicting unethical behavior: a comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1826‐1834.
  • Chen, R. & Feng, H.(2003). Examination of brand knowledge, perceived risk and consumers’intention to adopt an online retailer. TQM & Business Excellence, 14(6), 677‐ 693.
  • Claeys, C., Swinnen, A. & Abeele, P.V.(1995).Consumers’ means‐end chains for ’think’ and ‘feel’ products. International Journal of Research in Marketing, 12(1), 193‐208.
  • Comegys, C., Hannula, M.& Vaisanen, J.(2006). Longitudinal comparison of Finnish and US online shopping behaviour among university students: the five‐stage buying decision process. Journal of Targeting, Measurement and Analysis for Marketing, 14(4), 336‐356.
  • Davis, F.D., Bagozzi, R.P. & Warshaw, P.R.(1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982‐1003.
  • Demangeot, C.& Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping environments. International Journal of Retail & Distribution Management, 35(11), 878‐894.
  • Dennis, C., Morgan, A., Wright, L.T.& Jayawardhena, C.(2010). The influences of social e‐ shopping in enhancing young women’s online shopping behaviour. Journal of Consumer Behaviour, 9(2), 151‐174.
  • Dowling, G.R. & Staelin, R.(1994). A model of perceived risk and intended risk‐handling activity, Journal of Consumer Research, 21(1), 119‐134.
  • Efron, B. & Tibshirani, R.(1993). An Introduction to the Bootstrap. Boca Raton, FL: Chapman & Hall/CRC. ISBN 0‐412‐04231‐2.software.
  • Fishbein, M. & Ajzen, I.(1975). Belief, Attitude, Intention, and Behavior: an introduction to theory and research, Reading, MA: Addison‐Wesley.
  • George, J.F.(2004).The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198‐212.
  • Hansen, T.(2008). Consumer values, the theory of planned behaviour and online grocery shopping. International Journal of Consumer Studies, 32(2), 128‐137.
  • Hernandez, B., Jimenez, J. & Martin, M.J.(2011). Age, gender and income: do they really moderate online shopping behaviour?. Online Information Review, 35(1), 113‐133.
  • Jayawardhena, C.(2004). Personal values’ influence on e‐shopping attitude and behaviour, Internet Research, 14(2), 127‐138.
  • Jun, M., Yang, Z.& Kim, D.(2003). Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, 21(8), 817‐840.
  • Kırcova, İ.(1999). İnternette Pazarlama. İstanbul: Beta Basım Yayın.
  • Kim, J. & Park, J.(2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106‐121.
  • Lim, N.(2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216‐228.
  • Madden, T.J., Ellen, P.S.& Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18, 3‐9. Marimon, F., Vidgen, R. & Cristobal, E.(2009). Purchasing behaviour in online supermarket: the applicability of e‐s‐qual. Market Research Society, 52(1), 111‐129.
  • Odabaşı, Y. & Barış, G. (2002). Tüketici Davranışı,(3. Edition), Istanbul, MediaCat Kitapları. Öztek, M.Y, Çengel, Ö. & Akturan U. (2008). Tüketici Davranışı ve Ekmek Tüketim Alışkanlıkları Üzerine Bir Araştırma,İstanbul, Bigart yayınları.
  • Öztürk, S. A.(2007). Hizmet Pazarlaması. (7. Edition),Bursa, Ekin Yayınevi.
  • Parasuraman, A., Zeithaml V. A.& Berry L. L.(1988). Servqual: a multiple‐item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12‐40.
  • Park, C., Jaworski,B.J. & McInnis, D.J.(1986). Strategic brand concept‐image management, Journal of Marketing, 50(4), 135‐145.
  • Penz, E. & Hogg, M.K. (2009). The role of mixed emotions in consumer behaviour. European Journal of Marketing, 45(1/2), 104‐132.
  • Rhee, H.S., Riggins, F.J. & Cheongtag, K.(2009). The impact of product type and perceived characteristics of the web on multifaceted online shopping behavior. Journal of Organizational Computing and Electronic Commerce, 19,1‐29.
  • Roman, S.(2007). The ethics of online retailing: a scale development and validation from the consumers’ perspective. Journal of Business Ethics, 72, 131‐148.
  • Rose, S. & Samouel, P.(2009). Internal psychological versus external market‐driven determinants of the amount of consumer information search amongst online shoppers. Journal of Marketing Management, 25(1/2), 171‐190.
  • Schiffman L.G., Hansen H.& Kanuk L.L. (1991). Consumer Behaviour, (4.ed.), Englewood Cliffs, Prentice Hall.
  • Sheth, J., Newman, B. & Gross, B.(1991). Why we buy what we buy: a theory of consumption values, Journal of Business Research, 22(1), 159‐170.
  • Shim, S., Eastlick, A., Lotz, S.L. & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search. Journal of Retailing, 77, 397‐416.
  • Smith, J.B. & Colgate, M.(2007). Customer value creation: a practical framework. Journal of Marketing Theory and Practice, 15(1), 7‐23.
  • So, M.W.C., Wong, T.N.D. & Sculli, D. (2005). Factors affecting intentions to purchase via the internet. Industrial Management & Data Systems, 105(9), 1225‐1244.
  • Solomon, M.R., Bamossy, G., Askegaard S. & Hogg M.K.(2010). Consumer Behaviour: A European Perspective,(Fourth edition), UK, PrenticeHall.
  • Stone, R.n. & Gronhaug, K.(1993). Perceived risk: further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39‐50.
  • Sweeney, J.C. & Soutar, G.N.(2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203‐220.
  • Taylor, S. & Todd, P.A.(1995). Understanding information technology usage: a test of competing models. Information Journal of Electronic Commerce, 5(2), 61‐74.
  • Temme,D., Kreis,H. & Hildebrandt, L.(2006). PLS Path Modeling – a software review. SFB 649 Discussion Paper,084, 1‐21.
  • Tsai, H.T., Huang, H.C., Jaw, Y.L. & Chen, W.K.(2006). Why on‐line customers remain with a particular e‐retailer: an integrative model and emprical evidence. Psychology & Marketing,23(5), 447‐464.
  • Ulaga, W.(2003). Capturing value creation in business relationships: a customer perspective. Industrial Marketing Management, 32(8), 677‐693
  • Vinzi, V.E., Chin, W.W., Henseler, J. & Wang, H. (2010). Handbook of Partial Least Squares, Springer, London.
  • Wiedmann, K.P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. & Reeh, M.O.(2010). Online distribution of pharmaceuticals: investigating relations of consumers’ value perception, online shopping attitudes and behaviour in an e‐pharmacy context. Journal of Consumer Behaviour, 9(2), 175‐199.
  • Woodall, T.(2003). Conceptualising value for the customer: a structural, attributional and dispositional perspective. Academy of Marketing Science Review, 7(9), 1‐42.
  • Yoo, B. & Donthu, N.(2001). Developing a scale to measure the perceived quality of an internet shopping site (Sitequal). Quartely Journal of Electronic Commerce, 2(1), 31‐47.
  • Zeithaml, V.A.(1988). Consumer Perceptions of Price, Quality, and Value: A means‐end model and synthesis of evidence. Journal of Marketing, 52(3), 2‐22.

Internet Perakendeciliğinde Algılanan Risk Ve Değer Temelli Model

Yıl 2012, Cilt: 3 Sayı: 9, 7 - 21, 01.09.2012

Figen Yıldırım Özgür Çengel

https://doi.org/10.5824/1309-1581.2012.4.001.x

Öz

Yoğun içerik ve küresel kavramsal yaklaşımlar ışığında, literature göre online perakendeciliğin rekabetçi açılardan üç boyutu ön plana çıkmaktadır. Ürün ve hizmetler açısından zaman, hız ve değer katan teklifler olmak üzere atıfta bulunulan bu makalede, internetten satın alma davranışı temelinde tüketicilerin değer ve risk algılaması hedeflenmektedir. Kısaca, bu makalenin problemi formüle etme bölümü karmaşık bir teori olan risk ve değerin internetten satınalma çerçevesinde satınalma ve tavsiye niyeti açısından nasıl algılandığına dayanmaktadır. Bu çalışmada kota örneklemesi uygulanarak İstanbul Ticaret Üniversitesi öğrencilerine bir anket düzenlenmiştir. Genel beklenti kısmi en küçük kareler path modeli yöntemi tarafından kontrol edilmiş iyi/ayrıntılı olarak açıklanmış yapısal denklik modeli geliştirmektir. Bu çalışmada, değer ve risk algılamasının anlaşılması internet perakende pazarı üzerine uygulanabilecek pazarlama stratejilerinin oluşturulmasında bir yol haritası oluşturabilir.

Anahtar Kelimeler

internet perakendeciliği algılanan değer algılanan risk satınalma niyeti tavsiye niyeti kısmi en küçük kareler path modeli PLS path modeli

Kaynakça

  • Almaghrabi, T., Dennis, C. & Halliday, S.V. (2011). Antecedents of continuance intentions towards e‐shopping: the case of Saudi Arabia. Journal of Enterprise Information Management, 24(1), 85‐111.
  • Ajzen, I.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179‐211.
  • Chang, M.K.(1998). Predicting unethical behavior: a comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1826‐1834.
  • Chen, R. & Feng, H.(2003). Examination of brand knowledge, perceived risk and consumers’intention to adopt an online retailer. TQM & Business Excellence, 14(6), 677‐ 693.
  • Claeys, C., Swinnen, A. & Abeele, P.V.(1995).Consumers’ means‐end chains for ’think’ and ‘feel’ products. International Journal of Research in Marketing, 12(1), 193‐208.
  • Comegys, C., Hannula, M.& Vaisanen, J.(2006). Longitudinal comparison of Finnish and US online shopping behaviour among university students: the five‐stage buying decision process. Journal of Targeting, Measurement and Analysis for Marketing, 14(4), 336‐356.
  • Davis, F.D., Bagozzi, R.P. & Warshaw, P.R.(1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982‐1003.
  • Demangeot, C.& Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping environments. International Journal of Retail & Distribution Management, 35(11), 878‐894.
  • Dennis, C., Morgan, A., Wright, L.T.& Jayawardhena, C.(2010). The influences of social e‐ shopping in enhancing young women’s online shopping behaviour. Journal of Consumer Behaviour, 9(2), 151‐174.
  • Dowling, G.R. & Staelin, R.(1994). A model of perceived risk and intended risk‐handling activity, Journal of Consumer Research, 21(1), 119‐134.
  • Efron, B. & Tibshirani, R.(1993). An Introduction to the Bootstrap. Boca Raton, FL: Chapman & Hall/CRC. ISBN 0‐412‐04231‐2.software.
  • Fishbein, M. & Ajzen, I.(1975). Belief, Attitude, Intention, and Behavior: an introduction to theory and research, Reading, MA: Addison‐Wesley.
  • George, J.F.(2004).The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198‐212.
  • Hansen, T.(2008). Consumer values, the theory of planned behaviour and online grocery shopping. International Journal of Consumer Studies, 32(2), 128‐137.
  • Hernandez, B., Jimenez, J. & Martin, M.J.(2011). Age, gender and income: do they really moderate online shopping behaviour?. Online Information Review, 35(1), 113‐133.
  • Jayawardhena, C.(2004). Personal values’ influence on e‐shopping attitude and behaviour, Internet Research, 14(2), 127‐138.
  • Jun, M., Yang, Z.& Kim, D.(2003). Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, 21(8), 817‐840.
  • Kırcova, İ.(1999). İnternette Pazarlama. İstanbul: Beta Basım Yayın.
  • Kim, J. & Park, J.(2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106‐121.
  • Lim, N.(2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216‐228.
  • Madden, T.J., Ellen, P.S.& Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18, 3‐9. Marimon, F., Vidgen, R. & Cristobal, E.(2009). Purchasing behaviour in online supermarket: the applicability of e‐s‐qual. Market Research Society, 52(1), 111‐129.
  • Odabaşı, Y. & Barış, G. (2002). Tüketici Davranışı,(3. Edition), Istanbul, MediaCat Kitapları. Öztek, M.Y, Çengel, Ö. & Akturan U. (2008). Tüketici Davranışı ve Ekmek Tüketim Alışkanlıkları Üzerine Bir Araştırma,İstanbul, Bigart yayınları.
  • Öztürk, S. A.(2007). Hizmet Pazarlaması. (7. Edition),Bursa, Ekin Yayınevi.
  • Parasuraman, A., Zeithaml V. A.& Berry L. L.(1988). Servqual: a multiple‐item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12‐40.
  • Park, C., Jaworski,B.J. & McInnis, D.J.(1986). Strategic brand concept‐image management, Journal of Marketing, 50(4), 135‐145.
  • Penz, E. & Hogg, M.K. (2009). The role of mixed emotions in consumer behaviour. European Journal of Marketing, 45(1/2), 104‐132.
  • Rhee, H.S., Riggins, F.J. & Cheongtag, K.(2009). The impact of product type and perceived characteristics of the web on multifaceted online shopping behavior. Journal of Organizational Computing and Electronic Commerce, 19,1‐29.
  • Roman, S.(2007). The ethics of online retailing: a scale development and validation from the consumers’ perspective. Journal of Business Ethics, 72, 131‐148.
  • Rose, S. & Samouel, P.(2009). Internal psychological versus external market‐driven determinants of the amount of consumer information search amongst online shoppers. Journal of Marketing Management, 25(1/2), 171‐190.
  • Schiffman L.G., Hansen H.& Kanuk L.L. (1991). Consumer Behaviour, (4.ed.), Englewood Cliffs, Prentice Hall.
  • Sheth, J., Newman, B. & Gross, B.(1991). Why we buy what we buy: a theory of consumption values, Journal of Business Research, 22(1), 159‐170.
  • Shim, S., Eastlick, A., Lotz, S.L. & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search. Journal of Retailing, 77, 397‐416.
  • Smith, J.B. & Colgate, M.(2007). Customer value creation: a practical framework. Journal of Marketing Theory and Practice, 15(1), 7‐23.
  • So, M.W.C., Wong, T.N.D. & Sculli, D. (2005). Factors affecting intentions to purchase via the internet. Industrial Management & Data Systems, 105(9), 1225‐1244.
  • Solomon, M.R., Bamossy, G., Askegaard S. & Hogg M.K.(2010). Consumer Behaviour: A European Perspective,(Fourth edition), UK, PrenticeHall.
  • Stone, R.n. & Gronhaug, K.(1993). Perceived risk: further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39‐50.
  • Sweeney, J.C. & Soutar, G.N.(2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203‐220.
  • Taylor, S. & Todd, P.A.(1995). Understanding information technology usage: a test of competing models. Information Journal of Electronic Commerce, 5(2), 61‐74.
  • Temme,D., Kreis,H. & Hildebrandt, L.(2006). PLS Path Modeling – a software review. SFB 649 Discussion Paper,084, 1‐21.
  • Tsai, H.T., Huang, H.C., Jaw, Y.L. & Chen, W.K.(2006). Why on‐line customers remain with a particular e‐retailer: an integrative model and emprical evidence. Psychology & Marketing,23(5), 447‐464.
  • Ulaga, W.(2003). Capturing value creation in business relationships: a customer perspective. Industrial Marketing Management, 32(8), 677‐693
  • Vinzi, V.E., Chin, W.W., Henseler, J. & Wang, H. (2010). Handbook of Partial Least Squares, Springer, London.
  • Wiedmann, K.P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. & Reeh, M.O.(2010). Online distribution of pharmaceuticals: investigating relations of consumers’ value perception, online shopping attitudes and behaviour in an e‐pharmacy context. Journal of Consumer Behaviour, 9(2), 175‐199.
  • Woodall, T.(2003). Conceptualising value for the customer: a structural, attributional and dispositional perspective. Academy of Marketing Science Review, 7(9), 1‐42.
  • Yoo, B. & Donthu, N.(2001). Developing a scale to measure the perceived quality of an internet shopping site (Sitequal). Quartely Journal of Electronic Commerce, 2(1), 31‐47.
  • Zeithaml, V.A.(1988). Consumer Perceptions of Price, Quality, and Value: A means‐end model and synthesis of evidence. Journal of Marketing, 52(3), 2‐22.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Figen Yıldırım Bu kişi benim

Özgür Çengel Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2012
Gönderilme Tarihi 1 Eylül 2012
Yayımlandığı Sayı Yıl 2012 Cilt: 3 Sayı: 9

Kaynak Göster

APA Yıldırım, F., & Çengel, Ö. (2012). Internet Perakendeciliğinde Algılanan Risk Ve Değer Temelli Model. AJIT-E: Academic Journal of Information Technology, 3(9), 7-21. https://doi.org/10.5824/1309-1581.2012.4.001.x

   21487 22762  21488    21489   21490

0216 355 56 19 WhatsApp numarasıyla iletişime geçebilirsiniz.

Creative Commons Lisansı

Bu dergideki makaleler Creative Commons Atıf-AynıLisanslaPaylaş 4.0 Uluslararası Lisansı ile lisanslanmıştır.