Relationship Between Risk and Intention to Purchase in an Online Context: Role of Gender and Product Category

Multiple studies have attempted to explain the online shopping behaviour of consumers both in Information Systems (IS) and Marketing literature. However, given the widening gap between actual and expected increase in Internet-enabled or web-based consumer purchase transactions, the need to investigate the underlying factors for on-line purchase behaviour assumes increased significance. Also, the gap between actual purchase behaviour of the consumer on Internet and that explained by existing research points to the possibility of some unexplained control variables influencing consumers’ online shopping behaviour. Building on past research, our study incorporates gender and product category as two control variables and unlike prior studies takes an integrative perspective by examining the interactional role of gender and product category on online shopping behaviour. Our study results show that relationship between perceived risk and intention to purchase is moderated by interaction of gender and product category. One major finding of this study, that perceived usefulness mediates the relationship between perceived risk and intention to purchase, has significant theoretical implications for technology acceptance model in Internet context. Our study also indicates perceived usefulness to be the primary determinant of on-line purchase behaviour and points to likely nonsignificant role of perceived ease of use in influencing purchase intention. We discuss these results and provide implications for both theory and research

Factors Influencing Adoption of Online Payment via E-Commerce Platforms

In this study, the research group applied the Technology Acceptance Model (TAM) by Davis (1989) to analyze factors influencing customers’ intention to use the online payment via e-commerce platforms as well as to encourage Vietnamese consumers to adapt this means of payment. Besides Perceived Ease of Use and Perceived Usefulness in the original model of Davis (1989), three additional dependent factors (Subjective Norm, Trust, Risk) were added to the model. The new model proposed by the research group aims to give a more well-rounded explanation on Vietnamese consumers’ attitude and intention towards the online payment. Using sample data including 448 consumers in the Northern region of Vietnam, the research group has been able to validate the hypothesis model and prove that independent and dependent variables (Attitude towards Use and Intention to Use) are positively correlated. Among the 5 dependent variables, Subjective Norm is found to be the most significant factor contributing to promote online payment attitude and intention through e-commerce websites of Vietnamese consumers. Keywords: TAM, online payment, online shopping, e-commerce DOI: 10.7176/EJBM/13-8-19 Publication date: April 30th 202

Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China

Over the last decade, electronic commerce has become one of the fastest growing markets in China and it is still growing at a dramatic speed. E-commerce introduces a convenient way for consumers to do shopping. During the online transaction processes, different types of risks are perceived by consumers due to the uncontrollable aspects of the Internet. The facets of perceived risk include social risk, financial risk, performance risk, psychological risk, privacy risk and time risk. This research examines the factors influencing consumer’s risk perception of online transactions, with a focus on trust, novelty and dread. The research model is the psychometric paradigm. Data from this study was collected through an online survey website. Sample was selected by non probability sampling method. The research has found that online vendor’s reputation, service quality, website’s usability and security are negatively related to consumer’s perceived risk, among which the most critical factor is reputation. These factors influence different facets of perceived risk respectively. In the future, both sellers’ efforts in building trust with consumers and advanced technologies are supposed to reduce consumer’s perceived risk in e-commerce transactions. Key words: perceived risk, e-commerce, trust, psychometric paradig

Factors Influencing Online Purchase Intention of Organic Food among Generation X Consumers in Ho Chi Minh

Purpose: Due to the growing trend of online shopping for organic food in Ho Chi Minh City, Vietnam, this research investigates factors influencing online purchase intention among Gen X consumers. The conceptual framework incorporates reasons against organic food purchase, value (health consciousness), reason for organic food consumption, attitudes, social influence, perceived risk, and online purchase intention. Research design, data and methodology: The quantitative method was used to distribute online questionnaires to 500 Gen X consumers. The sampling techniques are judgmental sampling, convenience sampling and snowball sampling. The index of item-objective congruence (IOC) and Cronbach's Alpha reliability test of 50 participants were approved before proceeding to the data collection. The data analysis was implemented by confirmatory factor analysis (CFA) including goodness of model fit, reliability and validity. Additionally, structural equation modeling (SEM) was applied for hypotheses testing. Results: The results showed that reasons against organic food consumption, reason for organic food consumption, health consciousness and social influence significantly influence attitudes. Furthermore, reasons against organic food consumption, reason for organic food consumption and attitudes significantly influence online purchase intention. On the other hand, the relationship between perceived risk and online purchase intention is not supported. Conclusions: Academic practitioners and marketers should focus on rational motives to build positive attitude and enhance online purchase intention of organic food

Legal Issues in Implementing E-Commerce in GCC Countries from the Perspective of Financial Managers

Introduction to The Problem: This study explains the concept of legal risk in marketing in e-commerce world as there is currently insufficient research studies on the concept despite its critical importance in influencing the behaviour of consumers.Purpose/Objective Study: The problem statement/purpose of study is to explain that what are the different barriers faced by financial managers during an uncertain and legal risky situation.Design/Methodology/Approach: The study utilizes both primary and secondary data from Gulf Cooperation Council (GCC) countries in order to get reliable results. There are different risk factors that affect the purchasing behaviour of consumers who shop online. The consumer’s perception of risk may be the result of all the emotional processes through which consumers recognize, organize and provide meaning to sensations received, such as the need for product quality, safety online and overall satisfaction. The primary data consists of a survey of online shoppers. The research data and questionnaire were administered to 972 GCC internet users who are classed as experienced and avid users. The secondary data includes an analysis of the various theories of consumer behaviour, models of online adoption, legal risk factors to marketing and shopping online, models of the adoption of innovation and new ways of marketing and trade. Both techniques are utilized to examine the relationship between perceived risk strategies and customer satisfaction as well as examined the customer involvement and propensity to take risk on existing relation of online shopping.Findings: According to study results, legal risk is very important in GCC countries which ultimately influence the customer involvement, satisfaction and purchasing behaviour. GCC countries should attempts to create a coherent legal and regulatory framework (like Lessons can be learnt from the EU). It will help to reduce the legal risk and remove the obstacles to the growth of e-commerce in GCC countries by affirming a certain level of transparency by imposing prior information requirements for electronic contracts, as well as regulating commercial communication and advertisements and regulating consumers' technical errors.Paper Type: Research Articl

Factors Influencing Perceptions Toward Social Networking Websites in China

Based on an online national survey of 503 respondents, this study empirically investigates factors influencing perceptions toward social networking websites (SNWs) in China. More specifically, user demographics and media\ud characteristics were examined. While income was found to be a significant predictor of users’ attitude toward SNWs, gender, age, educational level and marital status were insignificant, suggesting that demographic divides may be\ud diminishing when it comes to online social media in China. Both perceived risk and enjoyment were found to have significant positive effects. Managerial implications were discussed

Business-to-consumer e-commerce in Nigeria: Prospects and challenges

The growth of Internet usage in Nigeria continues to increase, recording over 90% growth rate between 2000 and 2008. While businesses in Nigeria are reported to have online access with opportunity for ecommercial activities, customers in the country however access business websites only to source for information but make purchases the traditional way. This paper aims at assessing the prospects and challenges of Business-to-consumer (B2C) e-commerce implementation in Nigeria from the consumers’ perspective. Survey research was adopted for this study. Research hypotheses were formulated and questionnaire designed and administered randomly to 900 respondents. Collected data was used to evaluate the acceptance of B2C e-commerce using the extended technology acceptance model (TAM). The extended TAM combines task-technology fit, relationship related construct: trust and risk, and the two TAM constructs to determine factors influencing consumer acceptance of B2C e-commerce in Nigeria. Findings revealed that there are significant relationships between the model variables. Tasktechnology fit and perceived usefulness have significant relationships with intentions to use, having a correlation coefficient of 0.2623 and 0.2002 respectively. Similarly, the interrelationship among trust, perceived risk, and behavioral intention are significant. The effect of risk on trust was statistically showing that risk is a predictor of trust. Risk has a high significant on trust and trust in turn has low significant effect on behavioral intention. Adding TTF and its relationships to the TAM also fit the data. The relationship between task-technology fit, perceived ease of use, perceived usefulness and intention are significant

Channels, consumers and communication: online and offline communication in service consumption

This paper reports on a study that investigated consumer use of e-services in a multichannel context. To develop a deeper understanding of what makes consumers decide to use the online channel, and contrary to most HCI studies on the use of e-services that focus on the use of the online channel in relative isolation, this study examined consumer channel-choice beyond the instances of internet use. The consumption behaviour of its participants was investigated across channels in an in-depth qualitative study. The analysis of the elicited rich data focused specifically on the investigation of voluntary consumer movements between online and offline channels during the course of a consumption process. The results indicate that participants often use multiple channels in parallel and frequently switch between channels. Literature from marketing and consumer research was used as the perspective to explore the rationale for the complex and dynamic reported consumer behaviour

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage