Risk Azaltmadan Güvene: Çevrimiçi Alışverişte Kişilik Özelliği Olarak Endişenin Farklılaştırıcı Rolü
DOI:
https://doi.org/10.63556/tisej.2026.1870Anahtar Kelimeler:
Online alışveriş- olumlu geçmiş deneyim- Risk Azaltma- güven- Kişisel endişe- tüketici davranışıÖz
Bu çalışma, bireylerin çevrimiçi alışverişe ilişkin genel risk azaltma algıları, geçmişteki olumlu çevrimiçi alışveriş deneyimleri ve çevrimiçi alışverişe duydukları genel güven arasındaki ilişkileri incelemektedir. Ayrıca çalışma, alışveriş sürecinden bağımsız bir kişilik eğilimi olarak değerlendirilen “kişilik özelliği olarak endişe” değişkeninin bu ilişkilerde farklılaştırıcı bir rol oynayıp oynamadığını değerlendirmektedir. Araştırma modeli, Birleşik Krallık’ta yaşayan 411 katılımcıdan çevrimiçi olarak toplanan anket verilerine dayalı olarak, kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ve çoklu grup analizi yaklaşımı kullanılarak test edilmiştir. Bulgular, çevrimiçi alışverişte risk azaltma algılarının, bireylerin geçmişteki çevrimiçi alışveriş deneyimlerini nasıl değerlendirdikleriyle yakından ilişkili olduğunu göstermektedir. Ancak, risk azaltma algılarının olumlu deneyimlere dönüştürülme süreci, bireylerin genel endişe düzeylerine göre değişiklik göstermektedir. Gruplar arasında yapılan karşılaştırma, endişe düzeyinin risk azaltma algılarının olumlu deneyimlere dönüştürülme sürecinde farklılaştırıcı bir rol oynadığını göstermektedir; ancak, olumlu geçmiş deneyimler ile güven arasındaki ilişki, endişe düzeyine göre değişiklik göstermemektedir. Endişe düzeyi düşük olan bireylerin risk azaltma algılarını olumlu deneyimlere daha kolay dönüştürdüğü, buna karşın endişe düzeyi yüksek olan bireylerde bu sürecin daha sınırlı olduğu anlaşılmaktadır. Buna karşılık, geçmişteki olumlu çevrimiçi alışveriş deneyimlerinin çevrimiçi alışverişe yönelik genel güvene etkisi, endişe düzeylerinden bağımsız olarak tutarlı bir yapı sergilemektedir.
Referanslar
Benazić, D., Tanković, A. Č., & Music, M. (2015). Impact of Perceived Risk and Perceived Cost on Trust in The Online Shopping Websites and Customer Repurchase Intention. In 24th CROMAR Congress (pp. 104-122).
Borkovec, T. D. (1985). Worry: A Potentially Valuable Concept. Behaviour Research and Therapy, 23(4), 481-482. https://doi.org/10.1016/0005-7967(85)90178-0
Brown, T. L., & Gentry, J. W. (1975). Analysis of Risk and Risk-Reduction Strategies- A Multiple Product Case. Journal of the Academy of Marketing Science, 3(2), 148-160. https://doi.org/10.1007/BF02729526
Cases, A. S. (2002). Perceived Risk and Risk-Reduction Strategies in Internet Shopping. The International Review of Retail, Distribution and Consumer Research, 12(4), 375-394. https://doi.org/10.1080/09593960210151162
Chin, W. W. (1998). The Partial Least Squares Approach for Structural Equation Modeling. In G. A. Marcoulides (Ed.), Methodology for Business and Management. Modern Methods for Business Research (pp. 295–336). Mahwah: Lawrence Erlbaum Associates Publishers.
Chu, K. K., & Li, C. H. (2008). A Study of The Effect of Risk-Reduction Strategies on Purchase Intentions in Online Shopping. Int. J. Electron. Bus. Manag., 6(4), 213-226.
Dogbe, C. S. K., Zakari, M., & Pesse-Kuma, A. G. (2019). Perceived Online Risk, Consumer Trust and M-Shopping Behaviour. e-Journal of Social & Behavioural Research in Business, 10(1), 10-23.
Doolin, B., Dillon, S., Thompson, F., & Corner, J. L. (2005). Perceived Risk, The Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective. Journal of Global Information Management (JGIM), 13(2), 66-88. https://doi.org/10.4018/jgim.2005040104
Dugas, M. J., Letarte, H., Rhéaume, J., Freeston, M. H., & Ladouceur, R. (1995). Worry and Problem Solving: Evidence of A Specific Relationship. Cognitive Therapy and Research, 19(1), 109-120. https://doi.org/10.1007/BF02229679
Dugas, M. J., Gagnon, F., Ladouceur, R., & Freeston, M. H. (1998). Generalized Anxiety Disorder: A Preliminary Test of A Conceptual Model. Behaviour Research and Therapy, 36(2), 215-226. https://doi.org/10.1016/S0005-7967(97)00070-3
Dugas, M. J., Schwartz, A., & Francis, K. (2004). Brief Report: Intolerance of Uncertainty, Worry, and Depression. Cognitive Therapy and Research, 28(6), 835-842. https://doi.org/10.1007/s10608-004-0669-0
Faqih, K. M. (2013). Exploring The Influence of Perceived Risk and Internet Self-Efficacy on Consumer Online Shopping Intentions: Perspective of Technology Acceptance Model. International Management Review, 9(1), 67-77.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting E-Services Adoption: A Perceived Risk Facets Perspective. International Journal of Human–Computer Studies, 59(4), 451-474. https://doi.org/10.1016/S1071-5819(03)00111-3
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Forsythe, S. M., & Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal Of Business Research, 56(11), 867-875. https://doi.org/10.1016/S0148-2963(01)00273-9
Gana, K., Martin, B., & Canouet, M. D. (2001). Worry and Anxiety: Is There a Causal Relationship? Psychopathology, 34(5), 221-229. https://doi.org/10.1159/000049314
Gao, W., Liu, Y., Liu, Z., & Li, J. (2018). How Does Presence Influence Purchase Intention in Online Shopping Markets? An Explanation Based on Self-Determination Theory. Behaviour & Information Technology, 37(8), 786-799. https://doi.org/10.1080/0144929X.2018.1484514
Gefen, D., Karahanna, E., & Straub, D. W. (2003a). Inexperience and Experience with Online Stores: The Importance of TAM and Trust. IEEE Transactions on Engineering Management, 50(3), 307-321. https://doi.org/10.1109/TEM.2003.817277
Gefen, D., Karahanna, E., & Straub, D. W. (2003b). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Griffin, A., & Viehland, D. (2010). Perceived Risk and Risk Relievers Associated with Online Shopping. ACIS 2010 Proceedings. 31.
Griffin, A., & Viehland, D. (2011, August). Demographic Factors in Assessing Perceived Risk in Online Shopping. In Proceedings of the 13th International Conference on Electronic Commerce (pp. 1-6). https://doi.org/10.1145/2378104.2378113
Guru, S., Nenavani, J., Patel, V., & Bhatt, N. (2020). Ranking of Perceived Risks in Online Shopping. Decision, 47(2), 137-152. https://doi.org/10.1007/s40622-020-00241-x
Gürbüzer, Ş. G., & Haşıloğlu, S. B. (2024). Dijital Pazarlama Güven Ölçeğinin Geliştirilmesi. İnternet Uygulamaları ve Yönetimi Dergisi, 15(1), 1-23. https://doi.org/10.34231/iuyd.1398034
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated Guidelines on Which Method to Use. International Journal of Multivariate Data Analysis, 1(2), 107-123. https://doi.org/10.1504/IJMDA.2017.087624
Hebert, E. A., Dugas, M. J., Tulloch, T. G., & Holowka, D. W. (2014). Positive Beliefs About Worry: A Psychometric Evaluation of The Why Worry-II. Personality and Individual Differences, 56, 3-8. https://doi.org/10.1016/j.paid.2013.08.009
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431. https://doi.org/10.1108/IMR-09-2014-0304
Hsieh, M. T., & Tsao, W. C. (2014). Reducing Perceived Online Shopping Risk to Enhance Loyalty: A Website Quality Perspective. Journal of Risk Research, 17(2), 241-261. https://doi.org/10.1080/13669877.2013.794152
Huang, Y., & Yu, D. (2024). Consumer Personality, Online Social Interaction, and Deep Online Consumption Behavior. Scientific Reports, 14(1), Article Number: 29357. https://doi.org/10.1038/s41598-024-80667-w
Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk and Trust: e-WOM and Purchase Intention (The Role of Trust Mediating in Online Shopping in Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204-221. https://doi.org/10.31933/dijdbm.v2i2
Jacoby, J., & Kaplan, L. (1972). The Components of Perceived Risk. In SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL: Association for Consumer Research, 382-393.
Javaria, K., Masood, O., & Garcia, F. (2020). Strategies To Manage the Risks Faced by Consumers in Developing E-Commerce. Insights into Regional Development, 2(4), 774-783. https://doi.org/10.9770/ird.2020.2.4(4)
Jeon, H. G., Kim, C., Lee, J., & Lee, K. C. (2021). Understanding E-Commerce Consumers’ Repeat Purchase Intention: The Role of Trust Transfer and The Moderating Effect of Neuroticism. Frontiers in Psychology, 12, 690039. https://doi.org/10.3389/fpsyg.2021.690039
Khoa, B. T., & Nguyen, M. H. (2022). The Moderating Role of Anxiety in The Relationship Between the Perceived Benefits, Online Trust, And Personal Information Disclosure in Online Shopping. International Journal of Business and Society, 23(1), 444-460. https://doi.org/10.33736/ijbs.4624.2022
Kim, L. H., Qu, H., & Kim, D. J. (2009). A Study of Perceived Risk and Risk Reduction of Purchasing Air‐Tickets Online. Journal of Travel & Tourism Marketing, 26(3), 203-224. https://doi.org/10.1080/10548400902925031
Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-Cultural Differences in Perceived Risk of Online Shopping. Journal of Interactive Advertising, 4(2), 20-29. https://doi.org/10.1080/15252019.2004.10722084
Ladouceur, R., Gosselin, P., & Dugas, M. J. (2000). Experimental Manipulation of Intolerance of Uncertainty: A Study of a Theoretical Model of Worry. Behaviour Research and Therapy, 38(9), 933-941. https://doi.org/10.1016/S0005-7967(99)00133-3
Li, Z., Sha, Y., Song, X., Yang, K., Zhao, K., Jiang, Z., & Zhang, Q. (2020). Impact of Risk Perception on Customer Purchase Behavior: A Meta-Analysis. Journal of Business & Industrial Marketing, 35(1), 76-96. https://doi.org/10.1108/JBIM-12-2018-0381
Liao, S. H., Hu, D. C., Chung, Y. C., & Huang, A. P. (2021). Risk and Opportunity for Online Purchase Intention–A Moderated Mediation Model Investigation. Telematics and Informatics, 62, 101621. https://doi.org/10.1016/j.tele.2021.101621
Lin, M. J., & Wang, W. T. (2015). Examining E-Commerce Customer Satisfaction and Loyalty: An Integrated Quality-Risk-Value Perspective. Journal of Organizational Computing and Electronic Commerce, 25(4), 379-401. https://doi.org/10.1080/10919392.2015.1089681
Llera, S. J., & Newman, M. G. (2020). Worry Impairs the Problem-Solving Process: Results from An Experimental Study. Behaviour Research and Therapy, 135, Article 103759. https://doi.org/10.1016/j.brat.2020.103759
Makhitha, K. M., & Ngobeni, K. M. (2021). The Impact of Risk Factors on South African Consumers Attitude Towards Online Shopping. Acta Commercii, 21(1), a922. https://doi.org/10.4102/ac.v21i1.922
Marza, S., Idris, I., & Abror, A. (2019, April). The Influence of Convenience, Enjoyment, Perceived Risk, And Trust on The Attitude Toward Online Shopping. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 304-313). Atlantis Press. https://doi.org/10.2991/piceeba2-18.2019.40
Masoud, E. Y. (2013). The Effect of Perceived Risk on Online Shopping in Jordan. European Journal of Business and Management, 5(6), 76-87.
Mathews, A. (1990). Why Worry? The Cognitive Function of Anxiety. Behaviour Research and Therapy, 28(6), 455-468. https://doi.org/10.1016/0005-7967(90)90132-3
Mortimer, G., Fazal e Hasan, S., Andrews, L., & Martin, J. (2016). Online Grocery Shopping: The Impact of Shopping Frequency on Perceived Risk. The International Review of Retail, Distribution and Consumer Research, 26(2), 202-223. https://doi.org/10.1080/09593969.2015.1130737
Ovaz, F. & Hasiloglu S. B. (2024). İnternetten İkinci El Alışverişte Gelir Düzeyi ile Sunum Formatı Arasındaki Etkileşim. In Şükrü Yapraklı (Ed.) 27. Pazarlama Kongresi Bildiri Kitabı (pp. 787-793). Retrieved from https://pazarlama.org.tr/storage/conferences/proceedings/18.pdf
Murphy, G. B. (2003). Propensity To Trust, Purchase Experience, And Trusting Beliefs of Unfamiliar E-Commerce Ventures. New England Journal of Entrepreneurship, 6(2), 53-64. https://doi.org/10.1108/NEJE-06-02-2003-B008
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with The Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
Pavlou, P. A., & Gefen, D. (2004). Building Effective Online Marketplaces with Institution-Based Trust. Information Systems Research, 15(1), 37-59. https://doi.org/10.1287/isre.1040.0015
Pires, G., Stanton, J., & Eckford, A. (2004). Influences On the Perceived Risk of Purchasing Online. Journal of Consumer Behaviour: An International Research Review, 4(2), 118-131. https://doi.org/10.1002/cb.163
Rasty, F., Mirghafoori, S. H., Saeida Ardekani, S., & Ajdari, P. (2021). Trust Barriers To Online Shopping: Investigating and Prioritizing Trust Barriers in An Intuitionistic Fuzzy Environment. International Journal of Consumer Studies, 45(5), 1030-1046. https://doi.org/10.1111/ijcs.12629
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS4. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com
Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56-61. https://doi.org/10.1177/002224297103500110
Sjöberg, L. (1998). Worry and Risk Perception. Risk Analysis, 18(1), 85-93. https://doi.org/10.1111/j.1539-6924.1998.tb00918.x
Soopramanien, D. (2011). Conflicting Attitudes and Scepticism Towards Online Shopping: The Role of Experience. International Journal of Consumer Studies, 35(3), 338-347. https://doi.org/10.1111/j.1470-6431.2010.00945.x
Sweeny, K., & Dooley, M. D. (2017). The Surprising Upsides of Worry. Social and Personality Psychology Compass, 11(4), e12311. https://doi.org/10.1111/spc3.12311
Tandon, U., Kiran, R., & Sah, A. N. (2018). The Influence of Website Functionality, Drivers and Perceived Risk on Customer Satisfaction in Online Shopping: An Emerging Economy Case. Information Systems and e-Business Management, 16, 57-91. https://doi.org/10.1007/s10257-017-0341-3
Teo, T. S. H. (2002). Attitudes Toward Online Shopping and The Internet. Behaviour & Information Technology, 21(4), 259–271. https://doi.org/10.1080/0144929021000018342
Teo, T. S., & Yu, Y. (2005). Online Buying Behavior: A Transaction Cost Economics Perspective. Omega, 33(5), 451-465. https://doi.org/10.1016/j.omega.2004.06.002
Topper, M., Emmelkamp, P. M., Watkins, E., & Ehring, T. (2014). Development And Assessment of Brief Versions of The Penn State Worry Questionnaire and The Ruminative Response Scale. British Journal of Clinical Psychology, 53(4), 402-421. https://doi.org/10.1111/bjc.12052
Trang, T. T. N., Pham, C. T., & Quy, T. Q. (2023). Examining The Influence of Security Perception on Customer Satisfaction: A Quantitative Survey in Vietnam. EAI Endorsed Transactions on Internet of Things, 10, 1-7. https://doi.org/10.4108/eetiot.5210
Tseng, F. C., Huang, T. L., Cheng, T. C. E., & Teng, C. I. (2023). Evaluating E-Commerce Website Qualities: Personality Traits as Triggers. Internet Research, 33(2), 741-773. https://doi.org/10.1108/INTR-01-2021-0001
Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding Online Purchase Intentions: Contributions from Technology and Trust Perspectives. European Journal of Information Systems, 12(1), 41-48. https://doi.org/10.1057/palgrave.ejis.3000445
Wu, W. Y., & Chang, M. L. (2007). The Role of Risk Attitude on Online Shopping: Experience, Customer Satisfaction, And Repurchase Intention. Social Behavior and Personality: An International Journal, 35(4), 453-468. https://doi.org/10.2224/sbp.2007.35.4.453
Yang, R., Ramsaran, R., & Wibowo, S. (2022). The Effects of Risk Aversion and Uncertainty Avoidance on Information Search and Brand Preference: Evidence from The Chinese Dairy Market. Journal of Food Products Marketing, 28(6), 257-275. https://doi.org/10.1080/10454446.2022.2106606
Zeba, F., & Ganguli, S. (2016). Word-Of-Mouth, Trust, And Perceived Risk in Online Shopping: An Extension of The Technology Acceptance Model. International Journal of Information Systems in the Service Sector (IJISSS), 8(4). https://doi.org/10.4018/IJISSS.2016100102
İndir
Yayınlanmış
Sayı
Bölüm
Lisans
Telif Hakkı (c) 2026 Üçüncü Sektör Sosyal Ekonomi Dergisi
Bu çalışma Creative Commons Attribution-NonCommercial 4.0 International License ile lisanslanmıştır.
