Assessing customers perception of online shopping risks: A structural equation modeling-based multigroup analysis
Assessing customers perception of online shopping risks: A structural equation modeling-based multigroup analysis
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DOI：
10.1016/j.jretconser.2022.103188
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发表时间：
2022-11-29
影响因子：
10.4
通讯作者：
Al-Khasawneh, Akif Lutfi
中科院分区：
文献类型：
--
作者：
Alrawad, Mahmaod;Lutfi, Abdalwali;Al-Khasawneh, Akif Lutfi
越来越多的证据表明感知风险在顾客使用网上购物服务的态度和意图中的作用。然而，文献显示不一致的类型的风险，影响购买意愿。因此，本研究的目的是实证识别与网上购物服务相关的风险和不确定性的最相关来源，并调查社会人口特征（如：例如，在一个实施例中，性别、年龄和网上购物经验）对感知风险水平的影响。在三个国家（约旦、沙特阿拉伯和科威特）共挑选了558名参与者。使用结构方程模型和多组分析评价反应。分析表明，在测试的风险和不确定性类型中，只有三种对客户的购买决策有重大影响：财务风险、信息风险和隐私风险。关于社会人口变量的调节作用，分析表明，以往的经验有显着的调节作用。同时，性别和年龄对感知风险与顾客购买意愿之间的关系没有显著影响。这些发现可能有助于在线商店在考虑在线购物时了解客户的担忧。本研究的局限性和理论和管理的影响进行了讨论。
Increasing evidence shows the role of perceived risk in customers' attitude and intention to use online shopping services. However, the literature shows disagreement regarding the types of risks that influence purchase intention. Therefore, this study aims to empirically identify the most relevant sources of risks and uncertainties associated with online shopping services and to investigate the influence of sociodemographic characteristics (e. g., gender, age, and online shopping experience) on the levels of perceived risk using data collected through a survey questionnaire. A total of 558 participants were selected across three countries (Jordan, Saudi Arabia, and Kuwait). The responses were evaluated using structural equation modeling and multigroup analysis. The analysis showed that of the tested types of risks and uncertainty, only three had a significant influence on customers' purchase decisions: financial risk, information risk, and privacy risk. Regarding the moderating role of socio-demographic variables, the analysis showed that previous experience has a significant moderating effect. At the same time, gender and age were found not to affect the relationship between perceived risks and customers' purchase intention. These findings may help online stores understand customers' concerns when considering online shopping. The limitations and theoretical and managerial implications of the present study are discussed.