A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention
This study aims at investigating the empirical
relationships between risk preference, internet preference, and
internet knowledge which are known as user characteristics, in
addition to perceived risk of the customers on the internet purchase
intention. In order to test the relationships between the variables of
model 174, a questionnaire was collected from the students with
previous online experience. For the purpose of data analysis,
confirmatory factor analysis (CFA) and structural equation model
(SEM) was used.
Test results show that the perceived risk affects the internet
purchase intention, and increase or decrease of perceived risk
influences the purchase intention when the customer does the internet
shopping. Other factors such as internet preference, knowledge of the
internet, and risk preference affect the internet purchase intention.
[1] Buttner, O. B., & Goritz, A. S. (2008). Perceived trustworthiness of
online shops. Journal of Consumer Behaviour, vol. 7, pp. 35-50.
[2] Cases. A. S. (2002). Perceived risk and risk reduction strategies in
Internet Shopping. International Review of Retail, Distribution and
Consumer Research, vol. 12, no. 4, pp. 375-394.
[3] Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer
behaviour, vol. 107, no. 1, pp. 21-36.
[4] Conchar, M. P., Zinkhan, G. M., & Olavarrieta, S. (2004). An integrated
framework for the conceptualization of consumers' perceived-risk
processing. Journal of the Academy of Marketing Science, vol. 32, no. 4,
pp. 418-436.
[5] Crespo, A. H., & Bosque, I. R. (2008). The effect of innovativeness on
the adoption of B2C e-commerce: A model based on the Theory of
Planned Behavior. Computers in Human Behavior, pp. 1-18.
[6] Doolin, B., Dillon, S., Thompson, F., & Corner, J. (2002). Perceived risk
and the internet shopping experience in online purchasing behavior.
Journal of Global Information management, vol. 13, no. 2, pp. 66-88.
[7] Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006).
Development of a scale to measure the perceived benefits and risks of
online shopping. Journal of Interactive Marketing, 20(2), 55-75.
[8] Forsythe, M. & Shi, B. (2003). Consumer patronage and risk perceptions
in internet shopping. Journal of Business Research, vol. 56, no. 11, pp.
867-875.
[9] Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the
perceived risk of buying online and the effects of receiving a site
recommendation. Journal of Business Research, vol. 57, no. 7, pp. 768-
775.
[10] Gupta, A., Su, B. C., & Walter, Z. (2004). Risk profile and consumer
shopping behavior in electronic and traditional channels.
[11] Jacobs, B. & Klerk, H. M. D. (2007). Understanding female consumers'
risks perception for apparel purchasing on the Internet. Journal of
Family Ecology and Consumer Sciences, vol. 35, pp. 47-58
[12] Ladson, A., & Fraunholz, B. (2005). Facilitating online privacy on
eCommerce websites: an Australian experience. Information,
Communication & Ethics in Society, vol. 3, no. 2, pp. 59-68.
[13] Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service
quality in online shopping. International. Journal of Retail &
Distribution Management, vol. 33, no. 2, pp. 161-176.
[14] Mafe, C. R., Blas, S. S., & Manzano, J.A. (2009). Drivers and barriers to
online ticket purchasing. Journal of Air Transport Management, pp. 1-5.
[15] Massad, V. J., Tucker, J. M. (2000). Comparing bidding and pricing
between in-person and online auctions, vol. 9, no. 5, pp. 325-332.
[16] Nicolas, C., & Castillo, J. (2008). Customer Knowledge Management
and E-commerce: The role of customer perceived risk. International
Journal of Information Management, vol. 28, pp. 102-113
[17] Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce:
Integrating Trust and Risk with the Technology Acceptance Model.
International Journal of Electronic Commerce, vol. 7, no. 3, pp. 69-103
[18] Shergill, G. S., & Chen, Z. (2005). Web-based shopping: consumers'
attitudes towards online shopping in New Zealand, vol. 6, no. 2, pp. 79-
94.
[19] Shim, S., Mary, A. E., Sherry L. L., & Patricia, W. (2001). An online
prepurchase intentions model: The role of intention to search. Journal of
Retailing, vol. 77, no. 10, pp. 397-416.
[20] Westland, J. C. (2002). Transaction risk in electronic commerce.
Decision Support Systems, vol. 33, no. 1, pp. 87-103.
[1] Buttner, O. B., & Goritz, A. S. (2008). Perceived trustworthiness of
online shops. Journal of Consumer Behaviour, vol. 7, pp. 35-50.
[2] Cases. A. S. (2002). Perceived risk and risk reduction strategies in
Internet Shopping. International Review of Retail, Distribution and
Consumer Research, vol. 12, no. 4, pp. 375-394.
[3] Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer
behaviour, vol. 107, no. 1, pp. 21-36.
[4] Conchar, M. P., Zinkhan, G. M., & Olavarrieta, S. (2004). An integrated
framework for the conceptualization of consumers' perceived-risk
processing. Journal of the Academy of Marketing Science, vol. 32, no. 4,
pp. 418-436.
[5] Crespo, A. H., & Bosque, I. R. (2008). The effect of innovativeness on
the adoption of B2C e-commerce: A model based on the Theory of
Planned Behavior. Computers in Human Behavior, pp. 1-18.
[6] Doolin, B., Dillon, S., Thompson, F., & Corner, J. (2002). Perceived risk
and the internet shopping experience in online purchasing behavior.
Journal of Global Information management, vol. 13, no. 2, pp. 66-88.
[7] Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006).
Development of a scale to measure the perceived benefits and risks of
online shopping. Journal of Interactive Marketing, 20(2), 55-75.
[8] Forsythe, M. & Shi, B. (2003). Consumer patronage and risk perceptions
in internet shopping. Journal of Business Research, vol. 56, no. 11, pp.
867-875.
[9] Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the
perceived risk of buying online and the effects of receiving a site
recommendation. Journal of Business Research, vol. 57, no. 7, pp. 768-
775.
[10] Gupta, A., Su, B. C., & Walter, Z. (2004). Risk profile and consumer
shopping behavior in electronic and traditional channels.
[11] Jacobs, B. & Klerk, H. M. D. (2007). Understanding female consumers'
risks perception for apparel purchasing on the Internet. Journal of
Family Ecology and Consumer Sciences, vol. 35, pp. 47-58
[12] Ladson, A., & Fraunholz, B. (2005). Facilitating online privacy on
eCommerce websites: an Australian experience. Information,
Communication & Ethics in Society, vol. 3, no. 2, pp. 59-68.
[13] Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service
quality in online shopping. International. Journal of Retail &
Distribution Management, vol. 33, no. 2, pp. 161-176.
[14] Mafe, C. R., Blas, S. S., & Manzano, J.A. (2009). Drivers and barriers to
online ticket purchasing. Journal of Air Transport Management, pp. 1-5.
[15] Massad, V. J., Tucker, J. M. (2000). Comparing bidding and pricing
between in-person and online auctions, vol. 9, no. 5, pp. 325-332.
[16] Nicolas, C., & Castillo, J. (2008). Customer Knowledge Management
and E-commerce: The role of customer perceived risk. International
Journal of Information Management, vol. 28, pp. 102-113
[17] Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce:
Integrating Trust and Risk with the Technology Acceptance Model.
International Journal of Electronic Commerce, vol. 7, no. 3, pp. 69-103
[18] Shergill, G. S., & Chen, Z. (2005). Web-based shopping: consumers'
attitudes towards online shopping in New Zealand, vol. 6, no. 2, pp. 79-
94.
[19] Shim, S., Mary, A. E., Sherry L. L., & Patricia, W. (2001). An online
prepurchase intentions model: The role of intention to search. Journal of
Retailing, vol. 77, no. 10, pp. 397-416.
[20] Westland, J. C. (2002). Transaction risk in electronic commerce.
Decision Support Systems, vol. 33, no. 1, pp. 87-103.
@article{"International Journal of Business, Human and Social Sciences:50591", author = "Ali Hajiha and Farhad Ghaffari and Nooshin Gholamali Tehrani", title = "A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention", abstract = "This study aims at investigating the empirical
relationships between risk preference, internet preference, and
internet knowledge which are known as user characteristics, in
addition to perceived risk of the customers on the internet purchase
intention. In order to test the relationships between the variables of
model 174, a questionnaire was collected from the students with
previous online experience. For the purpose of data analysis,
confirmatory factor analysis (CFA) and structural equation model
(SEM) was used.
Test results show that the perceived risk affects the internet
purchase intention, and increase or decrease of perceived risk
influences the purchase intention when the customer does the internet
shopping. Other factors such as internet preference, knowledge of the
internet, and risk preference affect the internet purchase intention.", keywords = "Perceived risk, Internet preference, Internetknowledge, Risk preference, Internet purchase intention", volume = "4", number = "6", pages = "647-5", }
