Effect of perceived risk on consumer innovativeness: A practice on e-commerce sites

The aim of this study is to reveal the effect of perceived risk on consumer innovativeness in e-commerce sites. In this context, the thesis focuses on theoretically perceived risk, consumer innovation and e-commerce. In the application part of the study, a survey was conducted for consumers aged 12 years and older who have purchased at least once from e-commerce sites. In the survey study, it was determined that respondents were able to participate in statements about perceived risk, consumer innovation and perceived benefit towards e-commerce sites. The results of the survey were analyzed by SPSS and AMOS programs. According to the results of the survey, perceived risk on e-commerce sites was determined a negative impact on consumer innovativeness. Key Words: Perceived Risk, Consumer Innovativeness, E-Commerce