EFFECT OF PERCEIVED BENEFITS AND RISKS ON ONLINE SHOPPING INTENTION: AN ANALYSIS OF TURKISH CONSUMERS

Abstract: This study measured the impact of perceived benefits and risks on the intention to shop online among Turkish consumers.  In addition, it also investigated the differences of males and females’ opinion about the benefits and risks illustrated with online shopping, as well as which age group has more perceived benefits and risks of online shopping. This study followed quantitative research design whereas online survey conducted to collect the data from Turkish consumers. The online survey was adopted to measure online shopping intention, perceived benefits and risks. To analyze data, SPSS 27.0 used and implied crosstabulation, linear regression analysis, independent sample t-test, and one way ANOVA for comparison and prediction analysis. Findings revealed that Turkish consumers preferred to shop electronic accessories (mobile, tablets, ...), food items, and furniture or décor items in online shopping. Female consumers shopped almost 4 times in last three month, they preferred to use debit card, and spend almost 8000 Turkish liras as compared to male consumers who preferred to use credit card and spend almost 2000 Turkish lira. In terms of the duration to shop online, both genders had been shopping online for more than 3 years. Further, perceived benefits positively predicted online shopping intention among Turkish consumers, on the contrary, perceived risks did not show negative influence on the online shopping intention among Turkish consumers. Male and female Turkish consumers did not have any statistically difference for the perceived benefits and risks illustrated with online shopping. There was not statistically significant difference been observed among younger and older Turkish consumers.

Keywords: online shopping intention, perceived benefits, perceived risks, Turkish consumers.

Title: EFFECT OF PERCEIVED BENEFITS AND RISKS ON ONLINE SHOPPING INTENTION: AN ANALYSIS OF TURKISH CONSUMERS

Author: Ghizlane Bouazi, Prof. Dr. Tarana Azimova

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 11, Issue 1, January 2024 - April 2024

Page No: 18-33

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 28-January-2024

DOI: https://doi.org/10.5281/zenodo.10577903

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