Customers' perceived risk and benefits from online sales channels

Due to the fact that internet and technology have entered our lives in almost every field, it is seen that the separation of traditional market and virtual market will be meaningless in the near future with the establishment of online platforms of shopping and almost completely through the internet. In terms of businesses, the implementation of this shopping model has become a necessity rather than a matter of choice. This business model has disadvantages besides the advantages (profit, cost reaching more customers, etc.) brought to the enterprises. The most important disadvantages are; is the risk factor and expected benefit. These disadvantages are important for both businesses and consumers. It is the focus of interest for individuals who want to benefit businesses by determining to what extent the risk factor and expected benefit is reflected in the purchasing decisions of the customers, although there is a lack of up-to-date information about the subject in the literature despite the ever-changing shopping habits of the more easily equipped and more equipped customers. Providing ideas and preliminary information to almost any entrepreneur who intends to enter this platform, has led the way to determine the importance of the thesis topic for research. In order to determine the relationship between the risk and benefit levels of the customers with the demographic features, a survey of 300 participants was conducted through the online survey method using a 32-question scale. In the analysis of the data obtained from this study, the Statistical Program for Social Scientists (SPSS) was used, and quantitative analysis methods were used. When the obtained results are analyzed, it is determined that, due to the consumer structure, the obligation of customers to share information during shopping, the suspicion of online shopping channels and the need to make additional payments increase the risk perception, and the fact that it is easy, fast, universal and easily accessible increases the perception of benefit. However, it was concluded that the demographic characteristics of the consumers did not affect the perception of online shopping much. The main objectives of the study are to help companies identify the expected changes and importance levels for the customers by facilitating their approach to customer risk and benefit perceptions. Keywords: Customer, Online Shopping, Risk Perception, Expected Benefit,