A research on the effect of the perceived risks of e-commerce consumers on the behavior of online purchasing in COVID-19 pandemic

Nowadays, with the developing and continuing technology, the use of the internet has increased, and individuals and businesses have also started to use the internet more actively. In the light of these developments, the culture of shopping and service received is changing. Consumers have begun to see purchasing products or services online as more practical, functional and time-saving while working, studying, doing any work outside or sitting at home. In this study, it is aimed to examine the effect of consumer perceived risks on online purchasing behavior in the Covid-19 pandemic. For the purpose of the study, an online questionnaire was applied to e-commerce consumers within the scope of Covid-19 measures. The perceived financial, performance, loss of time, social, psychological, physical and resource risk dimensions of perceived risk are discussed. The research population consists of consumers aged 18 and over who shopped at least once via the internet during the pandemic period. The sample consists of 407 consumers who shop online at least once via the internet. The questionnaire was applied on 17 July-28 August 2021. Factor analysis and multiple linear regression analyzes were applied in the analysis of the data. As a result of the research findings, it was concluded that the perceived risks in internet shopping during the pandemic have an effect on online purchasing behavior. Keywords: E-commerce, consumer, perceived risk, online purchasing behavior, Covid-19