How Value Perception Affects Buying Intentions of Online Consumers?*

This study tries to understand how Turkish online consumers perceive value for their purchase intentions. It develops a model in order to test the effect of value perception on buying intentions of those consumers. Besides, the model covers the effects of risk perception, quality perception, perceived sacrifice and perceived relative price on value perception. The model was applied to 1361 online consumers who bought technology products from online retailers in the last six months. Results confirmed that perceived relative price, perceived sacrifice and risk perception had a negative effect on value perception, but quality perception had a positive effect on value perception in online retailing. In addition, willingness to buy is positively influenced by value perception. Besides these, relative price perception and quality perception appear to have a stronger effect than risk perception and perceived sacrifice on consumers’ value perceptions.