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Online customer behavior: perceptions regarding the types of risks incurred through online purchases

Author

Listed:
  • Tatiana Marceda Bach

    (Centro Universitário Univel (UNIVEL))

  • Wesley Vieira Silva

    (Universidade Federal de Santa Maria (UFSM))

  • Adriano Mendonça Souza

    (Universidade Federal de Santa Maria (UFSM))

  • Claudineia Kudlawicz-Franco

    (Pontifícia Universidade Católica do Paraná (PUCPR))

  • Claudimar Pereira Veiga

    (Universidade Federal do Paraná (UFPR))

Abstract

Abastract Deciding to make online purchases can be risky and retailers have an opportunity to influence the consumer’s decision-making process. The aim of this article is to gauge the impact of different types of risks on trust and decision making with regard to online purchases. We conducted a survey with adaptations to three theoretical scales. To analyze the impact of risk on the variables of trust and decision making, a confirmatory factor analysis was performed, and to clarify the relationships between these constructs, a structural equation model was prepared. A qualitative (n = 13) and quantitative study were conducted with primary data (n = 328) collected by means of a structured questionnaire using a sample of a group of consumers who reside in the south of Brazil. The article makes four main contributions to the field: (i) it identifies the influence of three latent constructs that might affect online purchase behavior; (ii) it gauges the risks associated with the latent construct of trust and the adaptation of scales of perceived risk and decision making; (iii) it highlights the need to reassess the strategies adopted by companies that sell online to reduce risks and consequently increase trust in decision making; and (iv) it evaluates the demographic variables that have a significant moderating effect on the relationships of the constructs of trust and decision making during the purchase process.

Suggested Citation

  • Tatiana Marceda Bach & Wesley Vieira Silva & Adriano Mendonça Souza & Claudineia Kudlawicz-Franco & Claudimar Pereira Veiga, 2020. "Online customer behavior: perceptions regarding the types of risks incurred through online purchases," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    • Handle: RePEc:pal:palcom:v:6:y:2020:i:1:d:10.1057_s41599-020-0389-4
    DOI: 10.1057/s41599-020-0389-4
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    Cited by:

    1. Olimpia Elena Mihaela OANCEA, 2023. "Understanding Consumer Behaviour In A Digital Age," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 22(2), pages 35-42.
    2. Wesley Marcos Almeida & Claudimar Pereira Veiga, 2023. "Does demand forecasting matter to retailing?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 219-232, June.
    3. Linda Heejung Lho & Wei Quan & Jongsik Yu & Heesup Han, 2022. "The sharing economy in the hospitality sector: The role of social interaction, social presence, and reciprocity in eliciting satisfaction and continuance behavior," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-12, December.
    4. Oana Pricopoaia & Nicoleta Cristache & Carmen Oprit Maftei & Ciprian Matis & Casian Faur, 2023. "Modelling Consumer Behaviour on Online Collaborative Platforms," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 205-218.
    5. Tsung-Yu Chou & Peng-Yeh Lee, 2023. "Predicting Athlete Intentions for Using Sports Complexes in the Post-Pandemic Era," IJERPH, MDPI, vol. 20(6), pages 1-17, March.

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