The Effect of Corporate Reputation on Perceived Risk and Repurchase Behavior in Digital Marketing

Özet

Purpose - In the study, the corporate reputations of e-commerce companies in the online environment and the risk attitudes perceived by the consumer were measured and their effects on their repurchase behaviors were analyzed statistically. However, the mediating role of social media communication in these effects has been revealed. In addition, with the COVID-19 pandemic, great changes have occurred in the habits of consumers. In Turkey, with the evolution of traditional shopping to online shopping and the transfer of payment methods to mobile payment methods, changes have occurred in the marketing literature. For this reason, it is thought that this study is important in terms of being a source for the literature. Design/methodology/approach - Quantitative research methods were used in the study. The data were collected by the online survey method. The research was carried out on people with online shopping experiences in Afyonkarahisar. In this context, 510 people participated in the study. The obtained data were analyzed with the help of SPSS and SmartPLS 4.0 programs. Findings - It has been determined that the corporate reputation created in the online environment has a positive effect on the repurchase behavior and the social media communication created by the companies. It has been seen that the social media communication created by the companies has a mediating effect on the relationship between the corporate reputation created in the online environment and the repurchase behavior. In addition to this situation, it was concluded that the social media communication created by the companies did not have a mediating effect on the relationship between online perceived financial risk and repurchase behavior. Discussion - There are previous studies to measure the perceptions of consumers about digital marketing and online shopping. There are also studies on corporate reputation management, but there is no study that deals with corporate reputation management in the digital environment and its effects on perceived risk and repurchase behavior, and the mediating effect of social media communication both from the firm’s and the user's point of view. In this respect, it is anticipated that the study will contribute to the literature. When the findings of the study are evaluated in general terms, it is that the corporate reputation created in the online environment has an effect on the perceived financial risk and repurchase. In this context, if companies want to be ahead of their competitors in the competitive world; While managing their reputation, which is the impression of how they are perceived by their employees, stakeholders, and consumers on digital platforms, they should be aware of the sensitivity of this issue and develop appropriate