Çevrim İçi Beyaz Eşya Satın Alımında X ve Y Kuşağı Tüketicilerinin Risk Algısı
Risk Perception of Generation X and Y Consumers in Online White Goods Purchase

Summary/Abstract: With the acceleration of digitalization and the growth of online markets, consumers are taking full advantage of these developments and gaining benefits in various areas. The increasing popularity of online shopping offers advantages to consumers, but it also brings about disadvantages. One of these disadvantages is the risks that consumers perceive in online shopping. In this study, the concept of perceived risk is examined through its sub-dimensions of security, product, return, and delivery risk. The study investigates whether the risks perceived by Generation X and Generation Y consumers when purchasing/planning to purchase white goods online differ. A survey was used as the data collection method, and stratified sampling was chosen as the sampling method. A total of 400 surveys were obtained, including 200 from Generation X and 200 from Generation Y. The data were analyzed using LISREL 8.8 and IBM Statistics 25 statistical software. The study concluded that while Generation X and Generation Y consumers perceive different levels of security and return risks when purchasing white goods online, their perceptions of product and delivery risks do not differ.

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