The risks perceived by the consumer in the acceptance of electronic commerce. A study of Bolivia

Abstract

The risks perceived by consumers in online shopping can negatively affect the acceptance of electronic commerce, however, the perceived risks are a cultural aspect that can affect consumers differently in different countries. This research examines what dimensions of perceived risk affect the acceptance of electronic commerce in Bolivia, a developing country. The design is quantitative, the TAM model is used with the variables: risk of misuse of information, risk of not obtaining the benefits of the product and risk of inefficiency of the functionality. The results show that the three risks examined do not affect the acceptance of electronic commerce, and that the variables perceived usefulness and ease of use have a positive effect on the acceptance of electronic commerce. The theoretical implications of this study provide empirical evidence from Bolivia, which shows strong variables of perceived usefulness and ease of use, which mitigates the effect of risk´s perception by the consumer, the results are explained in the context of the COVID-19 pandemic that accelerated the rapid acceptance of electronic commerce, increasing the perception of usefulness and ease of use of online shopping. As practical implications, this research provides managers and administrators of online businesses with knowledge about the effect of risk variables perceived by consumers.

Non-Parametric Analysis of COVID-19-Driven Online Shopping Behavior in Malaysia

“…However, notwithstanding the popularity and advantages of online shopping, there exist certain risks that consumers should be cognizant of prior to initiating an online purchase. The risks such as non-delivery, financial risk, product risk, delivery risk, and information security have been identified as pivotal factors that significantly impact consumers' online purchasing behavior [1], [10]- [13]. Research has shown that perceived benefits and risks play a significant role in consumers' online buying behavior [6], [12]- [15].…”

The influence of perceived risk on purchase intention in e‐commerce—Systematic review and research agenda

“…and usefulness are the key factors of acceptance and use Tsai and Yeh (2010),Cheng et al (2012),Kesharwani and Singh Bisht (2012),Nunkoo and Ramkissoon (2013),Amaro and Duarte (2015),Natarajan et al (2017),Hansen et al (2018),Han and Li (2020). Kasilingam and Lingam (2020),Wong et al (2021);Carvache-Franco et al (2022), Faqih (2022 TPBBehavioural attitudes, subjective norms and perceived behavioural control impact behavioural decisions.Ali and Aziz (2022),Amaro and Duarte (2015),Bangun and Handra (2021),Hansen et al (2018),Liao et al (2010),Rahmi et al (2022),Sinha and Singh (2017),Yu et al (2018),Zhou and Liu (2022) SOR frameworkThe stimuli exert an impact on the organism, often affecting the emotional, cognitive, or affective processes of a consumer, ultimately leading to their behavioural response.Amarullah et al (2022), Chang et al (2019), Gong et al (2023), He et al (2022), Kim and Lennon (2013) UTAUT Performance Expectancy, Effort Expectancy, Social Influence and Facilitating Conditions are four core constructs that directly determine behaviour. Chen et al (2021), Chidambaram et al (2024), Han and Li (2020) Diffusion of innovation theory Innovation as 'an idea, practice or object perceived as new by an individual or other unit of adoption'.…”