Journal of Strategic Research in Social Science (JoSReSS) - ISSN: 2459-0029

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Abstract


The Effect of Consumers’ Online Perceived Risk Levels on Online Impulsive Buying Behavior

There are many studies in the literature to determine the factors that cause consumers to not quickly adopt the online purchasing method. One of these factors is perceived risk. As the perceived risk level of consumers increases during buying, there will be a decrease in their buying behavior. The effect of perceived risk on buying has been discussed and proven in many studies. With the emergence of the Internet, buying behavior has also been shaped in this direction. With this new buying behavior, efforts to determine the level of risk perceived by consumers and ways to reduce this risk have gained momentum. The aim of this study is to determine the effect of online perceived risk levels of consumers in the ready-made clothing industry in Şanlıurfa on online impulsive buying behavior. Another aim of the study is to determine the relationship between online perceived risk and its dimensions and online impulsive buying behavior. As a result of the regression analysis, it was determined that the online perceived risk affects the online impulsive buying behavior. In addition, as a result of the pearson correlation analysis, it was found that there was a relationship between online perceived risk and its dimensions and online impulsive buying behaviors.



Keywords
Online perceived risk, online impulsive buying, consumer, internet



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