İNTERNETTEN ALIŞVERİŞTE TÜKETİCİLER TARAFINDAN ALGILANAN RİSKİN ETKİLERİ VE CİNSİYET FARKLILIKLARI AÇISINDAN İNCELENMESİ

In this research two basic aims are adapted. The first one is releated to online shopping; perceived risk and its types have an effect on doing online shopping or not. The second one is amoung the biological gender groups; purchasing tendency and perceived risk about online shopping and its kinds to decide whether they have differences or not . In case, there are differences, it is presented that which gender group has more perceived risk and more purchasing tendency. The data were obtained by the questionnaire that students filled themselves by means of convenience sample method. It was benefit from the simple linear regression analysis, multiple regression analysis and independent groups t-test to analyze the data. The basic findings of the research indicated that the more the perceived risk increase for online shopping. Furthermore, it was seen among some kinds of perceived risk and it wasn’t seen among some. It is assured that this research will attribute to extend the information about perceived risk and its kinds for online shopping between gender group: In this context, the finding of the research were argued for both literature and application and offers were developed .