İKİNCİ EL GİYSİ SATIN ALIMINDA ALGILANAN RİSKLERİN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Year 2020, Issue: 27, 55 - 72, 08.04.2020

İrem Çakır , Ayla Özhan Dedeoğlu

https://doi.org/10.18092/ulikidince.569080

Cited By: 9

Abstract

Türkiye’de yetersiz denetim ve düzenleme
nedeniyle tüketicilerin temel haklar açısından savunmasız olduğu ikinci el
giyim pazarında tüketiciler, yüksek riskler algılayabilmektedir. Pazar
koşullarının iyileştirilerek pazar potansiyelinin artırılabilmesi için
tüketicilerin algıladıkları risk türlerinin saptanması önemlidir. Bu bağlamda
mevcut çalışmanın amacı, tüketicilerin ikinci el giyim sitelerinden alışverişlerine
ilişkin risk algılarının satın alma niyeti üzerindeki etkisini ortaya
koymaktır. Çalışmada finansal, sosyal, fiziksel, psikolojik risk, performans ve
zaman riski ile satın alma niyeti arasında anlamlı ilişkiler bulunmuştur. Zaman
riski dışındaki riskler artarken satın alma niyetinin düştüğü görülmekle
birlikte, zaman riski artarken satın alma niyetinin arttığı bulunmuştur. Bunun
yanı sıra ikinci el giyim sitelerinden alışveriş yapmayanların bütün risk
çeşitlerinde alışveriş yapanlara göre daha yüksek risk algıladıkları ortaya konulmuştur.
Alışveriş yapmayanların algıladıkları en yüksek risk fiziksel risk iken,
alışveriş yapanların algıladıkları en yüksek risk performans riskidir.
Demografik özelliklere göre algılanan risk ve satın alma niyeti farklılıkları
da çalışma kapsamında incelenmiştir.

Keywords

ikinci el giyim, performans riski, sosyal risk, psikolojik risk, satın alma niyeti

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