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Perceived risk and risk relievers associated with online shopping
Abstract
Even before the Internet, numerous studies of perceived risk and risk relievers in purchasing decisions populated the literature. Since the dot-com bust, studies in this area have declined, yet online shopping continues to increase. This study provides a much needed update on this literature by investigating the different perceived risks associated with online shopping across six product types as well as exploring the usefulness of risk relievers to overcome barriers to online purchasing. The study gives some longitudinal perspective to how these variables are changing over time. In this study, the three main sources of perceived risk are psychological risk, time risk and product performance risk. The key risk relievers are payment security, information about product specification and price. While much as remained the same in the past decade, changes in the way shoppers use the Internet in 2010 provide a sharp contrast to earlier studies.
... A lot of risk has been shown when it comes to online shopping (Jacoby & Kaplan, 1972) and these risk could be how money is being managed, how human mind and feelings are seen, activity, social and physical by Roselius (1971) and protection risk by Ueltschy, Krampf, & Yannopoulos (2004). However, the risk raises a restricting impact on purchasing apparel from online, it is very relevant for website owners to use a software or have an indicating risk feature if this is done it will reduce the perceived risk (Griffin & Viehland, 2010). ...
The study explores and compares the influence of perceived online shopping benefits namely convenience, pricing, and wider selection towards online satisfaction between China and Ghana. It also seeks to explore the factors that motivate individuals to shop online. Further, the problem(s) faced by both countries in shopping online is examined. Descriptive analysis, correlation, Anova and regression analysis were used in assessing and comparing consumers’ online experience. It was found that there is a high prevalent rate (97.5%) of online apparel shopping among Chinese and Ghanaian respondents where the prevalent rate of patronizing online apparel was relatively higher among Chinese youth than the Ghanaian. Convenience, internet usage proficiency and easy access to internet were the main factors that facilitates online apparel shopping among the respondents. Level of income makes the difference in rate online apparel patronization between Chinese and the Ghanaian. On the contrary, level of income, Trust, and Privacy and confidentiality of personal information were found as challenges discourages Ghanaians online apparel consumers likewise Chinese consumers.
Online computer gaming is growing at a rapid pace. However, this phenomenon is stigmatised by many negative connotations. This study investigated the influence of intangibility on perceived risks (social, time, financial, physical, performance and psychology) among online gamers. The self-completed market survey questionnaire employs the Intangibility and Perceived Risk scales. Data were gathered in Taipei city, the biggest metropolitan areain Taiwan. Both public (1018) and online (400) voluntary interviews were conducted. The collected data were analysed with a structural equation model. There is a significant positive relationship between intangibility and alldimensions of perceived risk. The findings have managerial implications and future research is suggested.
Privacy is a relational and relative concept that has been defined in a variety of ways. In this paper we offer a systematic discussion of potentially different notions of privacy. We conclude that privacy as the freedom or immunity from the judgement of others is an extremely useful concept to develop ways in which to understand privacy claims and associated risks. To this end, we develop a framework of principles that explores the interrelations of interests and values for various stakeholders where privacy concerns have risen or are expected to rise. We argue that conflicts between the interests and values of different stakeholders may result in legitimate claims of privacy/transparency being ignored or underrepresented. Central to this analysis is the notion of a stakeholder. We argue that stakeholders are persons or groups with legitimate interests, of intrinsic value, in the procedural and/or substantive aspects of the privacy/transparency claim and subsequent judgements on that basis. Using the principles of access, representation, and power, which flow from our framework of analysis, we show how they can facilitate the identification of potential privacy/transparency risks using examples from the British National Health Service.
For many years the Theory of Perceived Risk has been used to explain consumers' behaviour. One area of interest is the relationship between loss types and the use of risk relievers. Problems with trying to measure the relationship encourage the use of indirect methods. Data on four loss types and 14 risk relievers were collected for 24 products and services and a regression model was used to reveal the relationship between loss types and risk relievers. The constants in the equations altered across products, while the slopes remained the same. The evidence suggests that the model used was incompletely specified and that further testing is necessary.
Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross-national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.