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How Value Perception Affects Buying Intentions of Online Consumers?

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  • Hilal Ozen
  • Ismail Kaya

Abstract

This study tries to understand how Turkish online consumers perceive value for their purchase intentions. It develops a model in order to test the effect of value perception on buying intentions of those consumers. Besides, the model covers the effects of risk perception, quality perception, perceived sacrifice and perceived relative price on value perception. The model was applied to 1361 online consumers who bought technology products from online retailers in the last six months. Results confirmed that perceived relative price, perceived sacrifice and risk perception had a negative effect on value perception, but quality perception had a positive effect on value perception in online retailing. In addition, willingness to buy is positively influenced by value perception. Besides these, relative price perception and quality perception appear to have a stronger effect than risk perception and perceived sacrifice on consumers’ value perceptions.

Suggested Citation

  • Hilal Ozen & Ismail Kaya, 2013. "How Value Perception Affects Buying Intentions of Online Consumers?," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 27(2), pages 11-29.
    • Handle: RePEc:boz:journl:v:27:y:2013:i:2:p:11-29
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    File URL: http://www.bujournal.boun.edu.tr/docs/140073456427_2_2.pdf
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    References listed on IDEAS

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    1. Ralph L. Keeney, 1999. "The Value of Internet Commerce to the Customer," Management Science, INFORMS, vol. 45(4), pages 533-542, April.
    2. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    3. Bhatnagar, Amit & Ghose, Sanjoy, 2004. "Segmenting consumers based on the benefits and risks of Internet shopping," Journal of Business Research, Elsevier, vol. 57(12), pages 1352-1360, December.
    4. Hilal Ozen & Nil Kodaz, 2012. "Utilitarian Or Hedonic? A Cross Cultural Study In Online Shopping," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(2).
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    Cited by:

    1. Witek-Hajduk Marzanna Katarzyna & Grudecka Anna, 2022. "Consumer intentions to purchase on foreign multi-sided digital platforms: a context of the COVID-19 pandemic†," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 143-160, June.

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