Risk perception and e‐shopping: a cross‐cultural study

Choi, Jayoung; Lee, Kyu‐Hye

doi:10.1108/13612020310464368

Cited by 82 publications

(65 citation statements)

References 30 publications

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“…Although lack of prior literature in the similar domain makes it difficult to compare results of this research with previous findings, it can be linked to some previous researches on online consumer behavior with respect to risk perception. Few researches on online consumer behavior have identified a negative and strong influence of risk perception on intention of online purchasing [35,[44][45][46][47][48]. However, this study has identified a moderate negative association between risk perception and online impulse buying tendency.…”

Section: Discussionmentioning

confidence: 53%

Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan

Abrar¹,

Naveed²,

Ramay³

2017

J Account Mark

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The purpose of this paper was to investigate influence of perceived risk (financial risk, product risk, convenience risk and non-delivery risk) on online impulse buying tendency. Web-based survey was conducted for data collection using online questionnaire distributed through stratified random sampling technique from online consumers of Pakistan. A total of 200 valid responses were gathered and the data was analyzed by using SPSS software and demographic statistics, correlation and regression tests. The proposed hypotheses were confirmed through data analysis results. Overall perceived risk, financial risk and product risk were found to have a moderately negative association with online impulse buying tendency whereas convenience risk and non-delivery risk had negative but weaker association with online impulse buying tendency.

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Section: Discussionmentioning

confidence: 53%

Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan

Abrar¹,

Naveed²,

Ramay³

2017

J Account Mark

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“…Numerous studies have confirmed that perceived risk affects consumers' attitudes (Featherman & Pavlou, 2003;Lee, Kim, & Fiore, 2010;Park & Kim, 2007;Verhagen, Meents, & Tan, 2006) and purchase intentions (Choi & Lee, 2003;Gaal & Burns, 2001;Han & Chung, 2014;Jin & Koh, 1999;Park, Lennon, & Stoel, 2005). For instance, two online shopping studies found that perceived risk negatively influenced attitudes toward online retailers (Lee et al 2010;Verhagen et al, 2006).…”

Section: Perceived Risk Attitudes and Purchase Intentionsmentioning

confidence: 88%

Female Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brand

Rose¹,

Cho²,

Smith³

2016

Fashion, Industry and Education

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The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university.A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

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“…Studies such as those conducted by Hisrich, Dornoff and Kernan (1972) and Choi and Lee (2003) have shown that the perception of risk affects a consumer's propensity to make a buying decision. In this sense, when consumers perceive risks, they assess those risks before making a decision (Weegels & Kanis, 2000).…”

Section: H6mentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.

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Risk perception and e‐shopping: a cross‐cultural study

Cited by 82 publications

References 30 publications

Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan

Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan

Female Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brand

Moderating Effects of Sales Promotion Types

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