Güven ve algılanan riskin tüketicilerin online alışveriş davranışları üzerindeki etkisinin belirlenmesi: Türkiye online pazarında bir örnek

Online shopping has been increasing in demand and popularity ever since the pandemic struck in 2020 and since then, the e-commerce market started to boom especially in Türkiye. Consumers have become adept and familiar with the process of online shopping yet there are still variables that cause a hindrance which online retailers fail to notice. Taking past literature into consideration, there are two major factors that are essential to analyse online shopping behaviour, Trust and Perceived Risk. The objective of this study is to determine the effects of the factors Trust and Perceived Risk towards Online shopping Behaviour within the Turkish market while having Trust as a mediator factor. The universal sample for this study is the population of online users in Türkiye. The paper approaches the study using a quantitative method where a survey is used to collect data. The analysis is conducted using Structural Equation Method (SEM) to analyse the complex model and the results concluded that Trust has a positive effect on Online shopping behaviour while Perceived Risk has a negative effect towards Trust and online shopping behaviour.