Abstract
Online shopping has gained importance with the increase in the use of internet parallel to the development of technology. This development of importance in the field has necessitated the research of the factors effecting online shopping behavior. This study has been carried out with the purpose to determine the effect of hedonic and utilitarian shopping values on consumers’ perceived benefits and risks in online shopping. The research data has been obtained through an online survey based on the voluntary participation of a 336 person consumer group, using the “Perceived Risk and Benefit Scale of Online Shopping” developed by Forsythe, Liu, Shannon & Gardener (2006) and the “Hedonist/Utilitarian Consumption Scale” developed by Babin, Darden & Griffin (1994). As a result of the analysis of the research data; a positive relationship has been established between the consumer perception of benefit in online shopping and the hedonic and utilitarian consumption values.
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