Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü

Dursun Yener
2.730 1.222

Öz


Algılanan risk kavramı ortaya atıldığı 1970’li yıllardan itibaren pazarlama konusunda ilgi
gören önemli konular arasında yer almıştır. Konu üzerinde çalışan araştırmacılar tüketicilerin
algıladıkları risk türleri ve bu riskleri azaltma stratejileri üzerinde durmuşlardır.
Pazar eksperliği (maven) ise algılanan riske kıyasla daha yakın bir geçmişe sahiptir. Pazar
eksperliği sadece pazarda yer alan ürün, marka ve mağazalar hakkında bilgi sahibi olmayı
değil, aynı zamanda sahip olunan bu bilgiyi diğer insanlarla paylaşma isteğini de içinde
barındırmaktadır. Tüketicilerin sahip oldukları bilgi seviyesi arttıkça algıladıkları risklerde
azalacaktır. Pazar eksperliği tüketicilere ihtiyaç duydukları pazar bilgisini sağlayan
kaynaklardan biridir. Bu çalışmada pazar eksperliğinin tüketicilerin algıladıkları risk
seviyelerinin azaltılmasına olan etkileri ortaya konacaktır.


Anahtar kelimeler


Algılanan Risk, Pazar Eksperliği.

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