Understanding Effect of Consumers' Perceived Risk On Online Purchasing Behavior: Cosmetic Product Example

Authors : Muhammed Talha Narci

Pages : 239-246

View : 169 | Download : 148

Publication Date : 2023-12-30

Article Type : Research Paper

Abstract :Online shopping has increased all around the world by technological development, and with the statistical findings it is understood that online shopping will keep increasing in the future. But there are many concerns for the consumers’ like security and risks in online shopping. The Marketers annually spend millions of dollars to reduce the consumers’ risk perception; because when consumers perceive risk their purchase behavior can be affected negatively. Therefore, many researches have been conducted, and in this research consumers’ perceived risk and pre-purchase behavior have been examined in detail. In this research, as a data collection technique questionnaire was chosen and applied to the people who shop online for cosmetic products, and 355 responses were obtained. According to statistical findings, there are relationship between consumers’ perceived risks and pre-purchase behavior.
Keywords : Tüketicinin Algıladığı Risk, Satın Alma Öncesi Davranış, Çevrimiçi Alışveriş