(Benefit and Risk Perception of Online Shopping at Digital Marketing Era)

Abstract

Purpose – This study has been conducted to determine differences between the perceived benefits and risks of online shoppers and non-shoppers and the perceived benefits and risks of heavy internet users and light internet users. The study also examined the relationship between perceived benefit of online shopping and perceived risk of online shopping. Design/methodology/approach – The research was made with 448 people by face to face questionnaire method. The first part of the research consists of descriptive questions. The second part is based on “Perceived Benefits and Risks of Online Shopping” scale from Forsythe et al. (2006). After Cronbach's Alpha and Factor analyzes, t-test was used for the differences between the averages of perceived benefits and risks of groups allocated to internet use and online shopping, and Pearson correlation test was used to examine the relationship between perceived benefit and perceived risk. Findings – It was found that online shopping activity increases the perceived benefit and reduces the perceived risk of online shopping. While internet use positively affected perceived benefit, no statistically significant difference was found between perceived risks of heavy internet users and light internet users. There was no correlation between perceived benefit and perceived risk of online shopping. Discussion – The perceived benefit and perceived risk of online shopping affects the tendency to shop online. The increase in the use of the Internet increases the perceived benefit of online shopping but does not cause a significant change in the perceived risk. If online retailers and other vendors to provide services that reduce risk to consumers, such as security certificates, product exchanges, payment security, and different payment alternatives, both consumers and vendors will benefit.