DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-3,Issue-9 ( Sep, 2017 ) | |||||||||
Paper Title |
The Effect of Perceived Risk on Online Shopping through Trust and WOM | |||||||||
Author Name |
Beril Durmus, Yesim Ulusu, Serkan Akgun | |||||||||
Affilition |
Business Administration, Marmara University, Turkey Communication, Bahcesehir University Communication Design, Nisantas University | |||||||||
Pages |
103-108 | |||||||||
Abstract |
Perceived risk of consumers has been considered as a fundamental concern of decision making process during online shopping. For the purpose of this study, perceived risk is defined as the potential for loss in pursuing a desired outcome from online shopping. The study aimed to examine the effect of perceived risks on Online Purchase Intention through WOM and Trust issues. To investigate the hypotheses of the research, data was collected from online shopping users; a survey was conducted with a sample size of 635 online shoppers among consumers who previously purchased online, methodology was done using IBM SPSS 23 and Amos 23. The study revealed that Information Risk, Financial Risk, Product Risk and WOM Intensity have an effect on Trust and Trust has an effect on Online Purchase Intention. Keywords - Perceived Risk, Online Shopping, WOM, Purchase intention | |||||||||
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