Risk In Online Shopping Research Articles

Investigating online shopping intention and customer participation with risk understanding and evidence available on the site: a study of digikala store

PurposeIn online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which is a significant point in e-commerce. The purpose of this research is to investigate the impact of the evidence and the perceived usefulness of a store site on the existing risk and online participation of customers for online shopping.Design/methodology/approachThe statistical population of this research is people who have had the experience of online shopping at the Digikala store. The research method was descriptive-survey and the samples were randomly selected. A questionnaire was also used to collect information. Structural and statistical analysis of the model was done by SmartPLS3 software.FindingsIn this research, the authors found that the perceived usefulness (benefits of the site) has a favorable effect on the online participation of customers. It can also reduce the risk of online shopping. This research suggests good ways to increase sales to those who have a store site. The present research provides useful findings for those who sell their products online.Originality/valueThis research specifically examines the interaction of customers with sellers and can be a help for progress in e-commerce. In this study, perceived risk and participation as mediating variables, information and perceived usefulness on the site as independent variables and online shopping intention a dependent variables. This research was done about Digikala's online store. The results were obtained with the participation of customers in completing the questionnaire. Then the theoretical model and the background of the research are examined and then the hypotheses are evaluated according to the statistical results and finally, the research results and limitations are stated.

Differences in Online Shopping Risk Perception Between Urban and Rural Consumers in Poland

Differences in Online Shopping Risk Perception Between Urban and Rural Consumers in Poland

A Study of Maiduguri Youths’ Perception of Online Shopping during the COVID-19 Lockdown

This research examines youths’ perception of online shopping during the COVID-19 lockdown in Maiduguri, Nigeria. This study adopts a descriptive research design to fill the knowledge gap on the current state of e-shopping during the COVID-19 pandemic, a global public health emergency. The objectives of study are to examine the perceived knowledge, behaviours, benefits and risks of online shopping among youths during this period. Their perceptions of online shopping during COVID-19 have implications towards online shopping, COVID-19 compliance and health communication during health emergencies. The researcher administered 200 copies of questionnaires with a 97% return rate. The data collected were analysed using SPSS 15.1 version. Findings from the study revealed that the perceived benefit factors motivated youths to shop online in order to stop the spread of the coronavirus disease. The knowledge of youths in Maiduguri about online shopping also increased due to the government-imposed lockdown. Furthermore, the study also revealed that the internet was the major source of information on online shopping and mobile phones were the major devices used for online shopping in Maiduguri during the period of lockdown. This study recommends that managers of online stores should employ the best approach to ensure the safety and security of e-shoppers’ personal information.

Analysis of the Consumer Perceptions of Online Shopping: Case of Bangladesh

Though online shopping has become a new type of retail shopping, it has been adopted worldwide, including in Bangladesh, influencing ordinary citizens' lives. In Bangladesh, consumers have not been habituated to online shopping frequently. This study aims to identify consumer perceptions of online shopping in Bangladesh. The study has 140 sample sizes from the Chuadanga district by forming a self-structured closed-ended Questionnaire. The SPSS version 16.0 statistical tool is used in this study. Several statistical tools, like frequency tests and percentages, were used to measure the objective. We found that consumers are primarily young, below 30 ages, who shop online to save time, and for available varieties of products and services and prefer to pay through cash on delivery method. Most consumers feel risk in online shopping and are also concerned about the security of the payment system. Overall, Consumers are satisfied with online shopping. Also, this study has a few limitations. Future research with a larger sample size and additional variables is recommended.

How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process.

Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement toward the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.

ОЦІНЮВАННЯ СПОЖИВЧИХ РИЗИКІВ ТА ШЛЯХИ ЇХНЬОЇ НЕЙТРАЛІЗАЦІЇ ПРИ КУПІВЛІ ХАРЧОВИХ ПРОДУКТІВ НА ОНЛАЙН-РИНКУ

The article examines the risks that consumers face when buying food online and explores the possibilities of neutralizing these risks. The development of e-commerce associated with Internet technologies and the digital transformation of society has led to the growth of online commerce. Even after the impact of the military events of 2022, the e-commerce market in Ukraine has positive forecasts for recovery by 2025. Therefore, consumer perception of risks in online shopping remains an important aspect that affects their behavior. To study this aspect, 715 Ukrainian Internet users were surveyed, of whom 483 (63.1%) made online food purchases. The questionnaire contained 17 questions aimed at assessing 7 types of consumer risk in online shopping, such as functional, physical, time, psychological, service, financial and social risks. Functional risk turned out to be the most important for online food shoppers. 97.5% of respondents highly appreciated the importance of situations where the product does not meet the declared quality or the possibility of obtaining a substitute product. Also important for consumers is the risk of purchasing dangerous goods or goods with altered chemical composition that corresponds to a physical risk. The third most important is the time risk associated with spending time searching, placing an order, and waiting for delivery. According to the study, 80.1% of respondents noted the importance of psychological risk associated with internal consumer dissatisfaction and 73.9% of respondents consider service risk associated with the online shopping process to be important. Consumers rate the level of financial risk above average. However, the greater danger for consumers is not caused by the possibility of receiving goods at a higher price, but by the possibility of losses due to fraudulent financial technologies.The least important risk for respondents is social risk, which is associated with the possibility that the products purchased do not match the social group or status of the buyer. Only 31.7% of respondents see the importance of this risk. For each type of consumer risk, marketing tools have been developed to neutralize it. The use of such tools makes online shopping offers more attractive to online shoppers.

Increasing online Purchase through Perceived Usefulness, Perceived Risk and Perceived Ease of Use

The rapid development of internet users or users is due to the support of mobile phone technology and smooth mobile network connections, meaning that when cellphones can access the internet easily, internet users will develop quickly. This not only affects the community as consumers, but also affects business people to take advantage of the development of internet users, namely by doing trading business in the form of electronic stores so that e-commerce is also growing rapidly. Perceived usefulness, subjective norms, and enjoyment as predictors of online shopping behavior. Interest in online shopping is also influenced by perceived risk, namely the fear of consumers to accept risk in online shopping and perceived ease of use, namely consumer perceptions of the ease of use of online sites. This paper will discuss the role of perceived usefulness (PU), perceived risk (PR) and perceived ease of use (PEU) in influencing online purchases.

Risk Cognition and Behavior Analysis of Online Shopping of Agricultural Materials for Young Rural Residents

Most young rural residents have had the experience of online shopping, but online shopping of agricultural materials are not popular. This paper hopes to construct an empirical model to analyze the behavior through the cognitive research on the key risk factors, including the quality risk of online agricultural products and after-sales service risk (general online shopping risk and technical service risk factor), which affect young farmers’ choice of online agricultural materials. The results showed that there was a significant negative correlation between the perceived risk of agricultural materials online shopping and the attitude and willingness of young farmers. The greater the perceived risk, the lower the attitude and willingness of agricultural materials online shopping. The attitude of purchasing agricultural materials online shopping played a partial intermediary role in the relationship between perceived risk and willingness to purchase agricultural materials online. The stronger the willingness to buy agricultural materials online, the higher the conversion rate will be. Therefore, mastering the willingness and behavior of young farmers to online purchase agricultural materials and guiding them can change the backward development of agricultural materials e-commerce, boost rural agricultural production and accelerate the revitalization of Rural China.

Sustaining customer loyalty of fresh food e-tailers: an empirical study in China

PurposeWith the rapid development of fresh food e-commerce, sustaining customer loyalty is becoming critical for fresh food e-tailers (FFE) to be competitive. This study aims to investigate how to sustain customer loyalty of FFE in China.Design/methodology/approachA comprehensive literature review leads to the development of a conceptual model using the American customer satisfaction index (ACSI). This model is then tested and validated through structural equation modelling (SEM) of the survey data in China.FindingsThe study reveals that trust and perceived product risk significantly affect customer loyalty. It states that trust is significantly influenced by customer satisfaction and perceived product risk. Furthermore, the study shows that perceived risk of online shopping does not significantly influence customer trust and loyalty.Originality/valueThis study is the first in China for exploring how to sustain customer loyalty of FFE. The findings are significant for FFE to develop customer loyalty by formulating appropriate policies and strategies.

The Effect of Perceived Risk in Online Shopping in Jordan: The Mediating Role of Intention and the Moderating Role of Experience

The aim of this paper is to investigate perceived risk as a second-order construct with three dimensions, namely: financial and performance and time risks in the context of Jordan and its effect on online shopping behavior. Moreover, to investigate the role of experience as a moderator on the relationship between perceived risk and actual online shopping behavior. Finally, to investigate the mediation effect of intention between perceived risk and actual online shopping behavior. Theory of planned behavior was adopted in this study. The research was conducted based on empirical data collected through an emailed questionnaire from university students in Jordan. IBM SPSS AMOS version 24.0 was utilized for data analysis. The findings indicated that intention partially mediated the relationship between perceived risk and actual online shopping behavior. Further, the experience was moderate the relationship between perceived risk and actual online shopping behavior.

Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping

This paper aims to investigate the relationship between antecedents of trust in online shopping and purchase intention. Specifically, it examines the relationship between perceived service quality, perceived website quality, and perceived reputation, as well as the mediating role of trust in online shopping and the moderating role of perceived risk between trust and online purchase intention. An online survey was used to collect data (356 valid responses) and SmartPLS structural equation modelling (PLS-SEM) was employed to hypothesize a model. Data were collected from September to December 2019. Results suggest the moderating role of perceived risk over trust in online shopping and purchase intention. The slope for the relationship between trust in online shopping and purchase intention is moderated by perceived risk, showing that the relationship becomes stronger when perceived risk is high. Trust significantly mediates the relationship between perceived service quality, website quality reputation, and online purchase intention. This work furthers web-store decision makers’ understanding of the significant influence of trust and its mediating impact on online shopping and demonstrates how an increase in trust decreases the intensity of the impact of perceived risk on online purchase intention. To increase the number of sales and decrease the intensity of risk, companies must increase the level of trust, which mitigates risk and increases customer bonding with companies. As there is no consensus on the mediating role of trust in online shopping and the moderating role of perceived risk, this paper aims to fill this gap in the literature.

THE EVALUATION OF THE RELATIONSHIPS AMONG PERCEIVED RISK OF DELIVERY, ONLINE PURCHASE ATTITUDE, AND INTENTION OF CONSUMERS

Although online shopping offers many benefits to consumers such as product variety, price comparison opportunity, space, and time convenience, it is seen that the online purchase intention of consumers is affected by the risks of online shopping. In the literature, the risks of online shopping have been examined in general, but it has been found that delivery risk, one of the essential elements of online shopping, has not been addressed in detail. Therefore, this study aims to examine the perceived delivery risks of consumers in online shopping. For this purpose, primary data was collected with a face-to-face survey method from 482 respondents. The confirmatory factor analysis determined that the perceived delivery risk consisted of four factors, namely product risk, non-delivery risk, financial risk, and time risk. In the second stage, the effects of these risks on online purchase attitude and intention were analysed with path analysis. Therefore, this study is thought to fill an essential gap in the literature and will guide future studies.

Dijital Pazarlama Çağında Çevrimiçi Alışverişin Fayda ve Risk Algısı (Benefit and Risk Perception of Online Shopping at Digital Marketing Era)

Purpose – This study has been conducted to determine differences between the perceived benefits and risks of online shoppers and non-shoppers and the perceived benefits and risks of heavy internet users and light internet users. The study also examined the relationship between perceived benefit of online shopping and perceived risk of online shopping. Design/methodology/approach – The research was made with 448 people by face to face questionnaire method. The first part of the research consists of descriptive questions. The second part is based on “Perceived Benefits and Risks of Online Shopping” scale from Forsythe et al. (2006). After Cronbach's Alpha and Factor analyzes, t-test was used for the differences between the averages of perceived benefits and risks of groups allocated to internet use and online shopping, and Pearson correlation test was used to examine the relationship between perceived benefit and perceived risk. Findings – It was found that online shopping activity increases the perceived benefit and reduces the perceived risk of online shopping. While internet use positively affected perceived benefit, no statistically significant difference was found between perceived risks of heavy internet users and light internet users. There was no correlation between perceived benefit and perceived risk of online shopping. Discussion – The perceived benefit and perceived risk of online shopping affects the tendency to shop online. The increase in the use of the Internet increases the perceived benefit of online shopping but does not cause a significant change in the perceived risk. If online retailers and other vendors to provide services that reduce risk to consumers, such as security certificates, product exchanges, payment security, and different payment alternatives, both consumers and vendors will benefit.

Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour

The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

Attitude towards online shopping and its influence on purchase intentions: an urban Indian perspective

Unprecedented growth in online shopping necessitates better understanding of the consumer behavioural patterns for effective decision making. This study focuses on identifying the factors that influence the attitude and purchase intention (PI) of online shoppers, specifically, in the context of urban millennials. The study identifies various factors related to the benefits and risks of online shopping which in turn influence the consumer attitude towards online shopping and hence, purchase intention. We propose a conceptual model based on the gaps identified in contemporary literature. Using structural equation modelling (SEM), we test the hypotheses developed in this study are tested. The results indicate that perceived benefits have a significant influence on attitude toward online shopping, and attitude and domain-specific innovativeness has a significant influence on purchase intention. Further system dynamics (SD) is used to simulate a case of an online food delivery student start-up. The findings of the hypothesis tests are validated.

Attitude towards online shopping and its influence on purchase intentions: an urban Indian perspective

Unprecedented growth in online shopping necessitates better understanding of the consumer behavioural patterns for effective decision making. This study focuses on identifying the factors that influence the attitude and purchase intention (PI) of online shoppers, specifically, in the context of urban millennials. The study identifies various factors related to the benefits and risks of online shopping which in turn influence the consumer attitude towards online shopping and hence, purchase intention. We propose a conceptual model based on the gaps identified in contemporary literature. Using structural equation modelling (SEM), we test the hypotheses developed in this study are tested. The results indicate that perceived benefits have a significant influence on attitude toward online shopping, and attitude and domain-specific innovativeness has a significant influence on purchase intention. Further system dynamics (SD) is used to simulate a case of an online food delivery student start-up. The findings of the hypothesis tests are validated.

The impact of cultural dimensions on the perceived risk of online shopping

This article analyzes the influence of cultural factors on the perceived risks of buying online. To this end, we conducted a survey on a sample of Francophone African students, through an online questionnaire. In order to test the developed research model, we opted for structural equation modeling (SEM), using the Smart PLS 2.0 software. Data analysis has highlighted the importance of power distance in perceiving the risks of online buying and, on the other hand, the fact that online buying risk perception is less important in cultures where uncertainty avoidance is high. Based on these research results, marketers could adapt their marketing approaches at a local, regional or international level.

The Perceived Risks Affecting Online Shopping Adoption in Jordan

This article studies online shopping and e‐commerce adoption in Jordan due to the significant growth of this industry in Jordan particularly and the rest of the world generally, which is receiving attention globally and has proven to largely contribute to the growth of nations' economies. This article specifically studies the risk that online users perceive from online shopping and how they affect the growth of this industry. This study adopts a quantitative research approach, with a total of 355 questionnaires distributed by the researchers, to determine whether perceived risks of online shopping have an effect on a number of user adoptions. The article studies the two main risks of online shopping, payment risk, and product risk. Payment risks are defined as the financial loss which included risks associated with using credit cards and identity theft. Product risk is described as the loss incurred when a product does not perform as expected or does not match what was shown and described online. The study concludes that perceived payment risk and product risk affect online shopping negatively and has negatively impacted the number of users adopting this phenomenon.

The Effect of Perceived Risk on Repurchase Intention of Online Shopping Mediated By Customer Satisfaction in Indonesia

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Exploring the influence of demographic factors on perceived performance risk among youth towards online shopping in Punjab

The tremendous growth of internet has accounted for accelerated growth in e tailoring. Online shopping irrespective of its growth marked for small percentage of sale due to perceived risk. The study is designed to examine key components of perceived risk of online shopping among youth of high educational institutes of Punjab. The population consisted of online shoppers of universities of four cities Ludhiana, Jalandhar, Patiala and Amritsar of Punjab. Respondents were selected from different genders, age groups, monthly family income groups and qualifications from these major cities having online shopping experience. A pre structured questionnaire with five point likert rating scale was used to measure these dimensions of perceived risk among online buyers of four cities. Convenience sampling method was used to collect data from sampled respondents. Principal component analysis revealed four key factors of perceived risk in online buying. Performance risk was found as prime component of perceived risk. Influence of demographic factors on perceived performance risk was studied with the help of F ratio showing their relative significance.