Araştırma Makalesi
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Covid-19 Pandemisi Sürecinde Sağlık Çalışanlarının Çevrimiçi Alışverişte Risk Algısı ve Yeniden Satın Alma Niyetine Etkisi

Yıl 2022, Cilt: 19 Sayı: 2, 61 - 71, 30.12.2022

Öz

Covid-19 pandemisi tüm tüketici gruplarında olduğu gibi sağlık çalışanlarının da alışveriş alışkanlıklarını değiştirmiş, bu dönemde çevrimiçi kanallardan yapılan alışveriş oranları artmış, mobil uygulamaların kullanımı yaygınlaşmıştır. Ancak her türlü alışveriş ortamında olduğu gibi çevrimiçi alışverişlerde de tüketici satın alma kararını verirken belirli seviyede risk ile karşı karşıya kalmakta ve algıladığı çeşitli riskler yeniden satın alma niyetini etkilemektedir. Bu çalışmada pandemi döneminde sağlık çalışanlarının çevrimiçi alışverişte risk algısının yeniden satın alma niyeti üzerindeki etkisinin incelenmesi amaçlanmıştır. Araştırma, Adana ilinde çalışan ve araştırmaya katılmayı kabul eden 376 sağlık çalışanı ile Temmuz-Kasım 2021 tarihleri arasında anket yöntemi kullanılarak gerçekleştirilmiştir. Elde edilen verilere çoklu regresyon analizi uygulanmıştır. Analiz sonucunda; teslimat riski dışında ürün riski, finansal risk, güvenlik riski ve sosyal riskin yeniden satın alma niyeti üzerinde negatif etkiye sahip olduğu belirlenmiştir.

Kaynakça

  • Adnan, H. (2014). An analysis of the factors affecting online purchasing behaviour of Pakistani consumers. International Journal of Marketing Studies, 6(5): 133-148.
  • Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K. ve Ali, K. M. (2014, Haziran). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia. IOP Conference Series: Materials Science and Engineering içinde (s. 012007). IOP Publishing.
  • Ariffin, S. K., Mohan, T., ve Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3): 309-327.
  • Arora, N. ve Rahul, M. (2018). The role of perceived risk in influencing online shopping attitude among women in India. International Journal of Public Sector Performance Management, 4(1): 98-113.
  • Ashoer, M., ve Said, S. (2016, Nisan). The impact of perceived risk on consumer purchase intention in Indonesia; a social commerce study. Proceeding of the International Conference on Accounting, Management, Economics and Social Sciences içerisinde (ss. 1-13).
  • Azizi, S., ve Javidani, M. (2010). Measuring e-shopping intention: An Iranian perspective. African Journal of Business Management, 4(13): 2668-2675.
  • Bertrandias, L. ve Goldsmith, R. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management: An International Journal, 10(1): 25-40.
  • Bhukya, R. ve Singh, S. (2015). The effect of perceived risk dimensions on purchase intention: an empirical evidence from Indian private labels market. American Journal of Business, 30(4): 218-230.
  • Chang, H. H., ve Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6): 818-841.
  • Chiu, C. M., Chang, C. C., Cheng, H. L. ve Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4): 761-784.
  • Chiu, C. M., Wang, E. T., Fang, Y. H. ve Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1): 85-114.
  • Çakır, İ. ve Dedeoğlu, A. Ö. (2020). İkinci el giysi satın alımında algılanan risklerin satın alma niyeti üzerine etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (27): 55-72.
  • Dabrynin, H. ve Zhang, J. (2019). The investigation of the online customer experience and perceived risk on purchase intention in china. Journal of Marketing Development and Competitiveness, 13(2): 16-30.
  • Dan, Y., Taihai, D. ve Ruiming, L. (2007). Study of types, resources and their influential factors of perceived risks in purchase online. Journal of Dalian University of Technology, 28(2): 13-19.
  • Featherman, M. S. ve Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4): 451-474.
  • Forsythe, S. ve Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56 (11): 867-875.
  • Han, M. C. ve Kim, Y. (2017). Why consumers hesitate to shop online: Perceived risk and product involvement on Taobao. com. Journal of Promotion Management, 23(1): 24-44.
  • Hassan, A. M., Kunz, M. B., Pearson, A. W. ve Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16(1): 138 147.
  • Hellier, P. K., Geursen, G. M., Carr, R. A. ve Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37 (11-12): 1762-1800.
  • Herjanto, H. ve Amin, M. (2020). Repurchase intention: the effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6): 1351-1371.
  • Hong, I. B. ve Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6): 927-939.
  • Kang, J. ve Kim, S. (2013). What are consumers afraid of? understanding perceived risk toward the consumption of environmentally sustainable apparel. Family and Consumer Sciences Research Journal, 41(3): 267-283.
  • Kayworth, T.R. ve Whitten, D. (2010). Effective information security requires a balance of social and technology factors. MIS Quarterly Executive, 9(3): 163.
  • Kıroğlu, F. (2020). COVID-19 pandemi ortamında çalışma koşulları ve genel sorunlar. Meyad Akademi, 1(1): 79-90.
  • Kim, L. H., Kim, D. J., ve Leong, J. K. (2005). The effect of perceived risk on purchase intention in purchasing airline tickets online. Journal of Hospitality & Leisure Marketing, 13(2): 33-53.
  • Ko, H.J., Jung, J.M., Kim, J.Y. ve Shim, S.W. (2004). Cross-cultural differences in perceived risk of online shopping, Journal of Interactive Advertising, 4(2): 20-29.
  • Laroche, M., Yang, Z., McDougall, G.H.G. ve Bergeron, J. (2005). Internet versus bricks-and-mortar retailers: an investigation into intangibility and its consequences. Journal of Retailing, 81(4): 251 267.
  • Lee, D. C., Lee, E. J., Kim, B. S. ve Jin, G. O. (2011). A study of influencing factors in internet shopping of the consumer's purchase intention. Management & Information Systems Review, 30(1): 211 226.
  • Li, N. ve Zhang, P. (2002). Consumer online shopping attitudes and behavior: an assessment of research: AMCIS 2002 Proceedings içinde (s. 74).
  • Lim, Nena (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3): 216-228.
  • Lin, P. H. (2013). Shopping motivations on the internet: an empirical study of trust, satisfaction and loyalty. International Journal of Electronic Business Management, 11(4): 238-246.
  • Martin, S. ve Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4): 629-654.
  • Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6): 76-87.
  • Naiyi, Y. E. (2004). Dimensions of consumer's perceived risk in online shopping. Journal of Electronic Science and Technology, 2(3): 177-182.
  • Nunnally, J. C. (1978). Psychometric theory. McGraw Hill, New York.
  • Popli, A. ve Mishra, S. (2015). Factors of perceived risk affecting online purchase decisions of consumers. Pacific Business Review International, 8(2): 49-58.
  • Roest, H. ve Pieters, R. (1997), The nomological net of perceived service quality, International Journal of Service Industry Management, 8 (4): 336-51.
  • Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T. ve Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), :1869363.
  • Schierz, P.G., Schilke, O. ve Wirtz, B.W. (2010). Understanding consumer acceptance of mobile payment services: an empirical analysis. Electronic Commerce Research and Applications, 9(3): 209-216.
  • Swinyard, R. W. ve Smith, M. S. (2003). Why people (don’t) shop online: a lifestyle study of the ınternet consumer. Psychology & Marketing, 20(7): 567-597.
  • Telli, G., Aydın, S. ve Şen, D. G. (2021). Covid-19 sürecinde çevrimiçi ikinci el ürün alışverişine yönelik tutum ve satın alma niyeti üzerine bir araştırma. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(2): 11-22.
  • Tubisad. (2021, Haziran). Tübisad “ekonominin dönüştürücü gücü: e-ticaret etki analizi 2020 raporu” açıklandı. Erişim adresi: https://www.tubisad.org.tr/tr/guncel/detay/TUBISAD %E2%80%9CEkonominin-Donusturucu-Gucu-E-ticaret-Etki-Analizi-2020-Raporu Aciklandi/58/3243/0. Erişim tarihi: 7.2.2022
  • Türkmendağ, T. ve Uygur, S. M. (2020). An investigation of the effect of perceived risk on repurchase intention in online vacation purchases. Turizm Akademik Dergisi, 7(2): 255-266.
  • Ventre, I. ve Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4): 287-299.
  • Wen, C., Prybutok, V. R. ve Xu, C. (2011). An integrated model for customer online repurchase intention. Journal of Computer Information Systems, 52(1): 14-23.
  • Wu, K., Huang, S., Yen, D. ve Popova, I. (2012). The effect of online privacy policy on consumer privacy concern and trust. Computers in Human Behavior, 28(3): 889-897.
  • Wu, W.Y. ve Chiang, M.L. (2007). The role of risk attitude on online shopping experience, customer satisfaction, and repurchase intention, Social Behavior and Personality, 35(4):453-468.
  • Yoo, F., Jung, H. ve Oh, K. (2021). Motivators and barriers for buying ıntention of upcycled fashion products in china. Sustainability, 13(5): 2584.
  • Zheng, L., Favier, M., Huang, P. ve Coat, F. (2012). Chinese consumer perceived risk and risk relievers in e-shopping for clothing. Journal of Electronic Commerce Research, 13(3): 255-274.
  • Zidane, O. (2021, Kasım, 24). Global e-commerce and the impact of covid-19. Erişim adresi: https://infomineo.com/global-e-commerce-and-the-impact-of-covid-19/. Erişim tarihi: 10.1.2022.
Yıl 2022, Cilt: 19 Sayı: 2, 61 - 71, 30.12.2022

Öz

Kaynakça

  • Adnan, H. (2014). An analysis of the factors affecting online purchasing behaviour of Pakistani consumers. International Journal of Marketing Studies, 6(5): 133-148.
  • Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K. ve Ali, K. M. (2014, Haziran). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia. IOP Conference Series: Materials Science and Engineering içinde (s. 012007). IOP Publishing.
  • Ariffin, S. K., Mohan, T., ve Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3): 309-327.
  • Arora, N. ve Rahul, M. (2018). The role of perceived risk in influencing online shopping attitude among women in India. International Journal of Public Sector Performance Management, 4(1): 98-113.
  • Ashoer, M., ve Said, S. (2016, Nisan). The impact of perceived risk on consumer purchase intention in Indonesia; a social commerce study. Proceeding of the International Conference on Accounting, Management, Economics and Social Sciences içerisinde (ss. 1-13).
  • Azizi, S., ve Javidani, M. (2010). Measuring e-shopping intention: An Iranian perspective. African Journal of Business Management, 4(13): 2668-2675.
  • Bertrandias, L. ve Goldsmith, R. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management: An International Journal, 10(1): 25-40.
  • Bhukya, R. ve Singh, S. (2015). The effect of perceived risk dimensions on purchase intention: an empirical evidence from Indian private labels market. American Journal of Business, 30(4): 218-230.
  • Chang, H. H., ve Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6): 818-841.
  • Chiu, C. M., Chang, C. C., Cheng, H. L. ve Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4): 761-784.
  • Chiu, C. M., Wang, E. T., Fang, Y. H. ve Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1): 85-114.
  • Çakır, İ. ve Dedeoğlu, A. Ö. (2020). İkinci el giysi satın alımında algılanan risklerin satın alma niyeti üzerine etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (27): 55-72.
  • Dabrynin, H. ve Zhang, J. (2019). The investigation of the online customer experience and perceived risk on purchase intention in china. Journal of Marketing Development and Competitiveness, 13(2): 16-30.
  • Dan, Y., Taihai, D. ve Ruiming, L. (2007). Study of types, resources and their influential factors of perceived risks in purchase online. Journal of Dalian University of Technology, 28(2): 13-19.
  • Featherman, M. S. ve Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4): 451-474.
  • Forsythe, S. ve Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56 (11): 867-875.
  • Han, M. C. ve Kim, Y. (2017). Why consumers hesitate to shop online: Perceived risk and product involvement on Taobao. com. Journal of Promotion Management, 23(1): 24-44.
  • Hassan, A. M., Kunz, M. B., Pearson, A. W. ve Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16(1): 138 147.
  • Hellier, P. K., Geursen, G. M., Carr, R. A. ve Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37 (11-12): 1762-1800.
  • Herjanto, H. ve Amin, M. (2020). Repurchase intention: the effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6): 1351-1371.
  • Hong, I. B. ve Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6): 927-939.
  • Kang, J. ve Kim, S. (2013). What are consumers afraid of? understanding perceived risk toward the consumption of environmentally sustainable apparel. Family and Consumer Sciences Research Journal, 41(3): 267-283.
  • Kayworth, T.R. ve Whitten, D. (2010). Effective information security requires a balance of social and technology factors. MIS Quarterly Executive, 9(3): 163.
  • Kıroğlu, F. (2020). COVID-19 pandemi ortamında çalışma koşulları ve genel sorunlar. Meyad Akademi, 1(1): 79-90.
  • Kim, L. H., Kim, D. J., ve Leong, J. K. (2005). The effect of perceived risk on purchase intention in purchasing airline tickets online. Journal of Hospitality & Leisure Marketing, 13(2): 33-53.
  • Ko, H.J., Jung, J.M., Kim, J.Y. ve Shim, S.W. (2004). Cross-cultural differences in perceived risk of online shopping, Journal of Interactive Advertising, 4(2): 20-29.
  • Laroche, M., Yang, Z., McDougall, G.H.G. ve Bergeron, J. (2005). Internet versus bricks-and-mortar retailers: an investigation into intangibility and its consequences. Journal of Retailing, 81(4): 251 267.
  • Lee, D. C., Lee, E. J., Kim, B. S. ve Jin, G. O. (2011). A study of influencing factors in internet shopping of the consumer's purchase intention. Management & Information Systems Review, 30(1): 211 226.
  • Li, N. ve Zhang, P. (2002). Consumer online shopping attitudes and behavior: an assessment of research: AMCIS 2002 Proceedings içinde (s. 74).
  • Lim, Nena (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3): 216-228.
  • Lin, P. H. (2013). Shopping motivations on the internet: an empirical study of trust, satisfaction and loyalty. International Journal of Electronic Business Management, 11(4): 238-246.
  • Martin, S. ve Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4): 629-654.
  • Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6): 76-87.
  • Naiyi, Y. E. (2004). Dimensions of consumer's perceived risk in online shopping. Journal of Electronic Science and Technology, 2(3): 177-182.
  • Nunnally, J. C. (1978). Psychometric theory. McGraw Hill, New York.
  • Popli, A. ve Mishra, S. (2015). Factors of perceived risk affecting online purchase decisions of consumers. Pacific Business Review International, 8(2): 49-58.
  • Roest, H. ve Pieters, R. (1997), The nomological net of perceived service quality, International Journal of Service Industry Management, 8 (4): 336-51.
  • Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T. ve Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), :1869363.
  • Schierz, P.G., Schilke, O. ve Wirtz, B.W. (2010). Understanding consumer acceptance of mobile payment services: an empirical analysis. Electronic Commerce Research and Applications, 9(3): 209-216.
  • Swinyard, R. W. ve Smith, M. S. (2003). Why people (don’t) shop online: a lifestyle study of the ınternet consumer. Psychology & Marketing, 20(7): 567-597.
  • Telli, G., Aydın, S. ve Şen, D. G. (2021). Covid-19 sürecinde çevrimiçi ikinci el ürün alışverişine yönelik tutum ve satın alma niyeti üzerine bir araştırma. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(2): 11-22.
  • Tubisad. (2021, Haziran). Tübisad “ekonominin dönüştürücü gücü: e-ticaret etki analizi 2020 raporu” açıklandı. Erişim adresi: https://www.tubisad.org.tr/tr/guncel/detay/TUBISAD %E2%80%9CEkonominin-Donusturucu-Gucu-E-ticaret-Etki-Analizi-2020-Raporu Aciklandi/58/3243/0. Erişim tarihi: 7.2.2022
  • Türkmendağ, T. ve Uygur, S. M. (2020). An investigation of the effect of perceived risk on repurchase intention in online vacation purchases. Turizm Akademik Dergisi, 7(2): 255-266.
  • Ventre, I. ve Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4): 287-299.
  • Wen, C., Prybutok, V. R. ve Xu, C. (2011). An integrated model for customer online repurchase intention. Journal of Computer Information Systems, 52(1): 14-23.
  • Wu, K., Huang, S., Yen, D. ve Popova, I. (2012). The effect of online privacy policy on consumer privacy concern and trust. Computers in Human Behavior, 28(3): 889-897.
  • Wu, W.Y. ve Chiang, M.L. (2007). The role of risk attitude on online shopping experience, customer satisfaction, and repurchase intention, Social Behavior and Personality, 35(4):453-468.
  • Yoo, F., Jung, H. ve Oh, K. (2021). Motivators and barriers for buying ıntention of upcycled fashion products in china. Sustainability, 13(5): 2584.
  • Zheng, L., Favier, M., Huang, P. ve Coat, F. (2012). Chinese consumer perceived risk and risk relievers in e-shopping for clothing. Journal of Electronic Commerce Research, 13(3): 255-274.
  • Zidane, O. (2021, Kasım, 24). Global e-commerce and the impact of covid-19. Erişim adresi: https://infomineo.com/global-e-commerce-and-the-impact-of-covid-19/. Erişim tarihi: 10.1.2022.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Fatma Demırcı Orel 0000-0002-3958-7297

Abdil Arık 0000-0001-5784-6953

İbrahim Doğan Arslan 0000-0001-9423-7321

Yayımlanma Tarihi 30 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 19 Sayı: 2

Kaynak Göster

APA Demırcı Orel, F., Arık, A., & Arslan, İ. D. (2022). Covid-19 Pandemisi Sürecinde Sağlık Çalışanlarının Çevrimiçi Alışverişte Risk Algısı ve Yeniden Satın Alma Niyetine Etkisi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 19(2), 61-71.