Social and Cultural Obstacles to the (B2C) E-Commerce Experience

How perceived risk affects online buying

“…Therefore, online vendors should make the biggest effort in providing existing online buyers with a satisfactory service that increases their trust in the firm and in its web site. The results indicate that for firms operating online, more important than their reputation or offline experience is achieving what Dawson et al (2003) named “client total experience” in an online environment purchase. Experience in the electronic context is tied not only to web site design, but also to data privacy, security in payment, the quality of the offer and delivery of products and services, customer service before and after buying, and relationship with the customers.…”

“…Signalling theory helps us to associate the underlying difficulties of evaluating products and the relevance of some signals to efficient decision making. Some of these mechanisms that the consumer can use to infer the quality of the product or the performance of the store and that affect their satisfaction and trust are: the warranty (Emons, 1988; Tan, 1999; Biswas and Biswas, 2004), the company's reputation (Anderson and Weitz, 1992; Hawes and Lumpkin, 1986), advertising (Bagwell and Ramey, 1988; Nelson, 1974), the brand (Bart et al , 2005; Rao et al , 1999; Teas and Agarwal, 2000), the value for money relation (Rao et al , 1999), the web site's security and privacy policies (Bart et al , 2005; Belanger et al , 2002), price premium (Dawson et al , 2003), and detailed and objective information about the product (Fiore, 2002).…”

“…It is evident that a consumer's behaviour and attitude towards a firm that only retails online may be different to that towards a firm that has retail experience in physical stores and has a physical presence outside the web site. In fact, it is expected that bricks‐and‐mortar experience may contribute to increasing the consumer's trust in the web site and to the consumer making repeat purchases from the web site (Dawson et al , 2003; Bramall et al , 2004).…”

Why Do Iranians Avoid Shopping on the Internet?

“…There are some mechanisms that customers can use for identifying product quality and its effect on trust including the guarantee (Emons, 1988;), company reputation (Hawes & Lumpkin, 1986), advertising (Bagwell and Ramey, 1988), brand (Bart et al, 2005), price (monetary value) (Rao et al, 1999), website security and privacy policies (Belanger et al, 2002), insurance fee (Dawson et al, 2003), and detailed and objective information about the product (Fiore, 2002).…”

Website Characteristics and Online Consumers’ Repurchase Behavior: An Empirical Study

“…Because network marketing has the features of virtual nature, uncertainty, spatial and temporal separation etc., so to attract consumers and retain them on a major web site are the website operators' priorities. How consumers perceive behaviors of web sites and make what kind of appraisals to the shopping process, researchers have from different perspectives put forward views, such as selecting some factors to study online consumers' behavior from Theory of Planned Behavior, Theory of Reasoned Action and Technology Acceptance Model, or on the basis of the theoretical models, adding trust, perceived risk or other factors [1,2]; but too much emphases on the impacts on consumer adoption and intentions of online shopping, while they ignore the factors that lead to repeat purchase [3]; and the subjects of discussion are obtained from the actual observations and lack of proper support for the theory, thereby it limits the usefulness to explain phenomena.…”