(The Effect of Corporate Reputation and Perceıved Risk on Consumer Purchasing Behavior: an Application In Electronic Trade Retail Sector)

Abstract

Purpose - The main purpose of this study is to investigate the effect of corporate reputation and perceived risk on consumer buying behavior. Design/methodology/approach - In this context, 412 usable questionnaires were obtained as a result of the survey applied to people who shop via electronic commerce. The data obtained from the survey was coded by entering the statistical package program. Correlation multiple regression analysis were applied to investigate the relationship between the scales used. Findings - According to the results of the research, a significant relationship was found between the corporate reputation and perceived risk and consumer buying behavior. Corporate reputation and perceived risk affect consumer buying behavior. Corporate reputation affects the variables of perfectionist / high quality oriented, brand oriented- price = quality awareness, habit, brand oriented and price oriented variables. Among the perceived risk dimensions, performance and psychological risk dimension are indecisive, perceived social risk dimension is fashion oriented, perceived online payment risk dimension is experiencing confusion, perceived delivery risk dimension affects negatively shopping, careless consumer purchasing behavior dimensions. Discussion - The use of studies aimed at increasing corporate reputation and reducing perceived risk is for purchasing behaviors. Market strategies can be developed, changed and renewed through research based on corporate reputation and perceived risk. The impact of corporate reputation and perceived risk on consumer buying behaviors will provide a guiding contribution to both marketing literature and operating on the internet individiual or companies.