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The Perceived Risk And Value Based Model Of Online Retailing

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Author(s): Figen YILDIRIM | Özgür ÇENGEL

Journal: AJIT-e : Online Academic Journal of Information Technology
ISSN 1309-1581

Volume: 3;
Issue: 9;
Start page: 7;
Date: 2012;
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Keywords: Online retailing | perceived value | perceived risk | willingness to buy | willingness to recommend | PLS path modeling

ABSTRACT
On the perspective of highly intensive and globally emphasized conceptual approach of online retailing, there dimensions come forward as the emerging competitive factors derived from the literature. Cited as time, speed, and valued-added offerings in terms of products and services, this paper aims to target the consumer’s value and risk perception as an attempt to discuss the overall issue of interest on the ground of online shopping behavior. Briefly, the problem formulation part of this paper depends on the conflicting theory and implication of how risk and value is being perceived on the perspective of online shopping in terms of willingness to buy and recommend. In this study, a questionnaire has been conducted to Istanbul Commerce University students by utilizing quota sampling. The overall expectation is to generate a well defined extended structural equation model which will be checked by PLS path modeling systems. In this work, understanding of value and risk perception can pose a road map for the formation of marketing strategies that can be applied to the online retail market.
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