Understanding big data effects on buying intention through usefulness, risk and trust perceptions of consumers towards websites

The 21st century is a period when technology and data flow are very fast. Many innovative fields such as big data, networking and cloud computing have emerged in this field. Marketing 3.0, 4.0, business analytics and the use of big data are the latest technology and technologies that are related to marketing. In this study, among the developing and increasing new data flows, this is called big data, it is aimed to investigate the effect of customer buying intention on the online marketing system. The study aims to understand the relationship between trust, website usefulness and risk perception of consumers and online purchase intention. Besides, variables developed according to purchase intention and whether there are purchasing intention effects were discussed with a model. A research had been conducted with a sample size of 336. Hence, findings related to these variables are presented. As a result of the study, variables that affect the customer buying intention (customer service, group effects, dynamic pricing, recommendation system, perceived benefit, trust, perceived risk) were tested with a model. 17 hypotheses were established and only 5 hypotheses could not be supported. It is concluded that Trust, perceived usefulness influences customer buying intention in online shoppers. It has been observed that perceived risk does not affect customer buying intention. Also, according to demographic data, we can say that as the percentage of online shopping increases, customer buying increases in direct proportion to intention, trust, and perceived usefulness and that it is inversely proportional to perceived risk. Besides, it has been observed that the purchasing tendency of the 35-44 age group is more effective through online websites than other age groups. In this age of online shopping, the results of this study are critically important to understand the weight of concepts like trust and risk on consumer choices. Moreover, it is aimed to shed a light on future studies.