Özet:

Websites sales ready-to-wear clothing today depending on technological change and development, they offer various alternatives to their customers and market their products. In this respect, consumers exhibit various behaviors related to their website online shopping. These behaviors are directed towards consumers' websites online benefit, online risk, confidence in the site, and the examination of the value of the site variables will be able to significant results. Previous studies have addressed the concepts of online risks and online benefits that consumers perceive on their websites. However, in the studies examined, there is no study on how online benefits and online risks together affect the trust of the consumers on the website and how they affect the value of the website from the consumer perspective. In this respect, it is aimed to make a new contribution to the literature with the study. In the results of the research, online risks have a moderating effect on the effect of online risks perceived by consumers from websites on their trust in the site. The online benefit understanding of the consumers who buy ready-made clothing products from the sites positively and significantly affected their trust in the site. Online risks of consumers towards the website have negatively and significantly affected their trust in the website. In the research, the trust of the consumers towards the site had a positive and significant effect on the value of the site for the consumer. In addition, it was concluded that consumers' trust in the site has a full mediating effect on the impact of online risk perceptions on the value of the site.

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