Publication: A Resarch for the Relationship Between Cyber Risk Perception of Consumers From Different Generations and Online Purchasing Decision
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret Ltd. Şti.
Abstract
The aim of this study is to examine the cyber security perception of users from the silent gen, baby boomers, generation X, Y and Z who are credible as a customer of financial institutions and have made any financial transactions online (such as bill payment or EFT etc.) at least once, Universe of this research is the consumers of all generations in Turkey who had ever done at least one financial transaction or shopping from the internet. Due to cost and time constraints, online and printed questionnaires were applied to 411 users in September to November 2019. Due to wrong and missing answers 398 of the answers are analyzed with AMOS 23 and SPSS 25. The findings of the study showed that generation works as the mediator factor while using internet and all 5 sub-dimensions of cyber security perception and payment method are interrelated with the online transaction decision. Considering the results of the this research, it is seen that there is a strong and significant relationship between personal cyber security perception and online purchasing decision due to a high determination rate of 88.8% according to the AMOS determination coefficient. This study shows the need to increase digital experience and education regarding online purchasing decision.
Description
Keywords
Marketing Management, Generations, Online Transactions, Cyber Risk Perception, Purchase Decision, / Pazarlama Yönetimi, Kuşaklar, Online İşlem, Siber Güvenlik, Risk Algısı, Satın Alma Kararı
Citation
KAYALIDEREDEN D, ŞEN A (2021). A Resarch for the Relationship Between Cyber Risk Perception of Consumers From Different Generations and Online Purchasing Decision. Turkish Studies - Economics, Finance, Politics , 16(4), 1333 - 1359.