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RİSK ALGISININ YENİDEN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: HAVAYOLU SEKTÖRÜNDE BİR ARAŞTIRMA

THE EFFECT OF RISK PERCEPTION ON REPURCHASE BEHAVIOR: AN INVESTIGATION ON AIRLINE SECTOR

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Abstract (2. Language): 
Risk perception is a concept that should be taken into account on airline sector as well as on all sectors. When consumers cannot determine on their purchasing decisions, the concept of risk occurs. Increment of risk perception is influential on purchasing decisions of consumers. In this context, purpose of the study is to examine the effect of risk perception on repurchasing behavior on airline sector. Besides, dimensions of risk perception on airlines and whether these dimensions differ by demographic variables or not have been researched. The research has been actualized by survey method on 309 customers have bought flight tickets from the travel agencies in Kastamonu. According to the obtained data, it has been identified that risk perception on airlines consists of six dimensions, which are physical risk, financial risk, performance risk, social risk, time risk and psychological risk. On the other hand, it has been recognized that risk perceptions regarding ages, incomes, and use count of airline change according to financial risk, physical risk and performance risk extents. Furthermore, it is occurred that especially perception of psychological risk to have a quite negative impact on repurchasing behavior while psychological risk, performance risk and financial risk that consumers perceive have negative influences on it
Abstract (Original Language): 
Risk algısı tüm sektörlerde olduğu gibi havacılık sektöründe de üzerinde önemle durulması gereken bir kavramdır. Tüketiciler satın alma kararlarında belirsizlik yaşadıklarında risk kavramı ortaya çıkar. Risk algısının artması, tüketicilerin satın alma kararlarında etkili olmaktadır. Bu kapsamda, araştırmanın amacı, havayolu sektöründe risk algısının yeniden satın alma davranışı üzerindeki etkisini incelemektir. Ayrıca, havayollarındaki risk algısının hangi boyutlardan oluştuğu ve bu boyutların bazı demografik değişkenlere göre farklılık gösterip göstermediği de araştırılmıştır. Araştırma, Kastamonu'daki seyahat acentelerinden uçak bileti satın alan 309 müşteriye anket yöntemi kullanılarak gerçekleştirilmiştir. Elde edilen analiz sonuçlarına göre; havayollarındaki risk algısının; fiziksel risk, finansal risk, performans riski, sosyal risk, zaman riski ve psikolojik risk olmak üzere 6 boyuttan oluştuğu tespit edilmiştir. Diğer yandan, katılımcıların yaşları, gelirleri ve havayolu kullanım sayısına göre risk algılarının; finansal risk, fiziksel risk ve performans riski boyutlarında farklılaştığı tespit edilmiştir. Ayrıca, tüketicilerinin algıladıkları psikolojik risk, performans riski ve finansal risklerin, yeniden satın alma davranışı üzerinde negatif etkilerinin olduğu tespit edilirken, özellikle psikolojik risk algısının yeniden satın alma davranışı üzerinde oldukça olumsuz bir etkisi ortaya çıkmıştır.

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