The Mediating of Trust in the Website in the Effect of Online Benefit and Risk on the Value of the Website under the Theory of Trust, Moderating Effects of Risk

Year 2022, Volume: 7 Issue: 1, 34 - 56, 05.02.2022

İbrahim Durmuş , Emel Yıldız

https://doi.org/10.23834/isrjournal.984855

Abstract

Websites sales ready-to-wear clothing today; depending on technological change and development, they offer various alternatives to their customers and market their products. In this respect, consumers exhibit various behaviors related to their website online shopping. These behaviors are directed towards consumers' websites; online benefit, online risk, confidence in the site, and the examination of the value of the site variables will be able to significant results. Previous studies have addressed the concepts of online risks and online benefits that consumers perceive on their websites. However, in the studies examined, there is no study on how online benefits and online risks together affect the trust of the consumers on the website and how they affect the value of the website from the consumer perspective. In this respect, it is aimed to make a new contribution to the literature with the study. In the results of the research, online risks have a moderating effect on the effect of online risks perceived by consumers from websites on their trust in the site. The online benefit understanding of the consumers who buy ready-made clothing products from the sites positively and significantly affected their trust in the site. Online risks of consumers towards the website have negatively and significantly affected their trust in the website. In the research, the trust of the consumers towards the site had a positive and significant effect on the value of the site for the consumer. In addition, it was concluded that consumers' trust in the site has a full mediating effect on the impact of online risk perceptions on the value of the site.

Keywords

Site Value, Online Benefits, Online Risks, Trust Site.

Güven Teorisi Kapsamında Çevrimiçi Fayda ve Riskin Web Sitesinin Değerine Etkisinde Siteye Güvenin Aracı, Riskin Düzenleyici Etkileri

Abstract

Günümüzde hazır giyim ürünü satan web siteleri; teknolojik değişim ve gelişime bağlı olarak müşterilerine çeşitli alternatifler sunup ürünlerini pazarlamaktadırlar. Bu açıdan tüketiciler çevrimiçi alışverişlerinde web sitelerine ilişkin çeşitli davranışlar sergilerler. Bu davranışlar arasında tüketicilerin web sitelerine yönelik; çevrimiçi fayda, çevrimiçi risk, siteye güven ve sitenin değeri değişkenlerinin incelenmesi önemli sonuçlar ortaya koyabilecektir. Daha önce gerçekleştirilen çalışmalarda tüketicilerin web sitelerinde algıladıkları çevrimiçi riskler ve çevrimiçi faydalar kavramlarına değinilmiştir. Ancak incelenen çalışmalarda çevrimiçi faydaların ve çevrimiçi risklerin birlikte tüketicilerin web sitesine yönelik güvenlerini, bu güveninde web sitenin tüketici bakış açısındaki değerini nasıl etkilediğine yönelik bir çalışmaya rastlanılmamıştır. Bu açıdan çalışma ile literatüre yeni bir katkı sağlanması amaçlanmaktadır. Araştırma sonuçlarında tüketicilerin web sitelerinden algıladıkları çevrimiçi risklerin siteye olan güvenleri üzerindeki etkisinde çevrimiçi riskler düzenleyici etkiye sahip olmuştur. Sitelerden hazır giyim ürünü satın alan tüketicilerin web sitesine yönelik çevrimiçi fayda anlayışları siteye olan güvenlerini pozitif ve anlamlı olarak etkilemiştir. Tüketicilerin web sitesine yönelik çevrimiçi riskleri siteye olan güvenlerini negatif ve anlamlı olarak etkilemiştir. Araştırmada tüketicilerin siteye yönelik güvenleri ise sitenin tüketici açısından değerini pozitif ve anlamlı olarak etkilemiştir. Araştırmada ayrıca tüketicilerin çevrimiçi risk algılarının sitenin değeri üzerindeki etkisinde siteye olan güvenlerinin tam aracı etkiye sahip olduğu sonucuna ulaşılmıştır.

Keywords

Site Değeri, Çevrimiçi Faydalar, Çevrimiçi Riskler, Siteye Güven

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