Determination of purchase trends from international e-commerce sites according to consumers risk considerations levels

Internet access, which marked the 21st century, also triggered developments in information and communication technologies and this became the most effective tool to become a trigger information society. The number of internet users on the world has increased and electronic commerce has become one of the most important features of the Internet era. Shopping in electronic environment, according to the traditional market exchange, between the seller and the buyer does not have a one-to-one interaction between the seller and the seller can not observe the behavior of the seller contains many differences. Although this type of shopping is widely accepted, many consumers still consider shopping at virtual markets as risky and find it risky to shop from this channel. These perceived risks have a critical impact on consumer decision-making regarding internet shopping. The consumer's tendency to avoid shopping has also increased due to the increased risk perception especially in shopping from foreign e-commerce sites. Risk avoidance is defined as a tendency to stay away from risk and is considered as a personality trait. Risk aversenes, characterized by experiences or other socio-psychological factors as personality traits, can be regarded as one of the most important internal sources of information that consumers will apply for decision. Therefore, risk aversion levels of consumers will have a direct effect on the shopping through e-commerce sites. In this thesis, firstly, it is aimed to determine whether there is a difference according to the risk avoidance levels in the tendency of Turkish consumers to be grouped according to the risk aversion levels and the tendency to buy from the e-commerce sites that have an important place in the international trade.