Journal of Yaşar University

Yazarlar: ALİ NACİ KARABULUT

Konular:-

DOI:10.19168/jyu.41068

Anahtar Kelimeler:Shopping via internet,Perceived risk,Consumer behaviors,Expected Utility Theory,Prospect Theory

Özet: It can be said that distinction between traditional market or virtual market will be meaningless in the near future considering the increasing common use of internet for the purpose of shopping. Participating or not participating in this new shopping environment is becoming an obligation by not being a reason for preference after all for companies. For this reason, determination of the extent and type of effect of the variable of risk that is one of the most important obstacles in this new shopping environment on purchasing decisions has a great importance for companies and is the main purpose of this study. It was based on two basic theories in the literature defining how consumers take decisions in risky conditions and it was seek for an answer to the question which theory is more competent than the other to explain the preferences of consumers shopping via internet in risky conditions in order to achieve the purpose. After the research, it was concluded that "Prospect Theory" is more competent when compared to "Expected Utility Theory" to explain the risk avoidance of consumers while shopping via internet. In other words, consumers do not behave with normative rationality under all risky conditions, so feel the sadness of loss more than the joy of gain in same amount and act with the motive of loss avoidance.

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