Abstract:

Purpose - The main purpose of the study is to investigate the impact of corporate reputation and perceived risk on consumer purchasing behavior. Method - In this scope, the survey study applied to those who shop through e-commerce resulted in 412 available surveys. The data obtained from the survey is encoded by entering the statistical package program. For the study of the relationship between the scales used, the correlation, multiple regression analysis has been applied. The findings - The research finds a meaningful relationship between corporate reputation and detected risk and consumer purchasing behavior. Corporate reputation and detected risk influence consumer’s purchasing behavior. Corporate reputation, consumer purchasing behavior dimensions are highly influenced by excellence/high quality focus, brand focus- price=quality consciousness, habit, brand focus and price focus variables. From the detected risk dimensions performance risk and psychological risk size instability, the detected social risk size fashion focus, the detected online payment risk size information complexity life, the detected delivery risk size when shopping without consideration, negligence greatly affects the consumer purchasing behavior sizes. Debate - The work to increase corporate reputation and reduce the risks is very important in terms of purchasing behavior. With research based on corporate reputation and perceived risk, market strategies can be developed, modified and renewed. The corporate reputation and the impact of the perceived risk on consumer purchasing behavior will contribute in a guiding way to both marketing literature and to the person or organization that is operating and/or wants to show on the internet.

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