Determining Risk Perception Differences between Online Shoppers and Non-Shoppers in Turkey
Yeniçeri, T., & Akin, E.
Abstract:
In last decade internet has become a popular media for most of the societies including the shopping opportunity. By a reason of having place in human daily life a lot, it is a potential for management to reach different type of consumer at the same time without much effort than in real market. But using internet is sometimes problematic and/or risky for all of the users, particularly online shoppers and risk perception of users is one of the -may be the most important- factors which affects shopping via internet, limits its potential. Aiming to identify the major discriminative factors between online shoppers and non-shoppers concerning their risk aversion attitude and risk perceptions about online-shopping, this study was conducted on internet users to analyze quantitative data which was gathered by a questionnaire. In the questionnaire development stage, a pilot test was done on 30 respondents in order to test the clarity of the questions and to identify the average completion time. The questionnaire was applied after the necessary improvements and simplifications via internet. 237 questionnaires were carried out for analyses and discriminant analysis was used in order to test the research hypotheses. As a result of the analysis, it was found that there exist statistically significant differences between online shopper and non-shoppers in terms of risk perception about online shopping. In our study, risk perception was measured by six dimensions namely; financial, social, psychological, performance, privacy, and time. In addition, it was also found that online shoppers are different from non-shoppers concerning their risk aversion attitude.
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APA citation
- Yeniçeri, T., & Akin, E. (2013). Determining Risk Perception Differences between Online Shoppers and Non-Shoppers in Turkey. International Journal of Social Sciences, II(3), 135–143.