Examining the effects of security and risk perceptions on the consumers' purchasing behavior in online shopping

The rapid development of communication and network technologies causes an increase in the number of internet users. Internet has become an indispensable part of life not only in developed countries but also in developing countries. It is a great advantage for companies and marketers that societies are so intertwined with the internet that they do their daily work via the internet. Companies can make their campaigns in this channel and carry out important activities such as marketing, promotion and sales transactions. At the same time, consumers can find the product that they want on the internet from the country they want, compare prices and buy it. Thisrapid change has brought with it some problems. It is a risk for consumers transfer their information to the other party during online transactions. We can list these risks as financial risk, product risk, time risk, delivery risk, social risk and information security risk. These perceived risk factors determine the purchasing behavior of consumers towards online shopping. It is very important to create a safe environment for consumers in order to eliminate or minimize this risk perceptions. In order to create this environment, we need to learn the security and risk perceptions of consumers. This thesis consists of three parts. In the first chapter, the concept of electronic commerce is discussed in a theoretical framework. In this context, electronic commerce tools, electronic commerce types and payment methods in electronic commerce are mentioned. In the second part, the title of consumer purchasing behavior is included and examined in detail. The behaviors exhibited by consumers in traditional and online environments, the security and risk factors brought by the online environment are covered under different topics. In the third part, it is aimed to learn the security and risk perceptions of consumers living in Turkey, and to examine the effects of these perceptions on consumer purchasing behavior. In order to collect data in the research, a questionnaire was applied to consumers living in Turkey and 393 people were reached. Obtained data were tested with independent sample t-test, one-way analysis of variance (Anova), correlation and regression analysis in SPSS 25.0 package application. As a result, a statistically significant difference was found in perceived security and risk according to consumers' age and payment method. It has been determined that consumers who prefer the pay at the door method differ from the other groups by perceiving more security and risk. At the same time, it is among the results that consumers between the ages of 45-54 are more reluctant during online shopping, and that security and risk are more important for this age range. At the same time, a negative significant relationship was found between the amount of consumers' spending and shopping frequency with their perceptions of security and risk. In addition, it has been determined by the analyzes that financial risk and time risk, which are among the security and risk factors, are more important for consumers. Financial and time risks cause consumers to abstain and have a negative attitude towards online shopping. Keywords: Online Shopping, Consumer Behavior, Security and Risk