IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v12y2024i2p157-171.html
   My bibliography  Save this article

The Influence of Perceived Risk Factors on Emerging-Market Consumers’ Attitude Towards Shopping for Clothes Online

Author

Listed:
  • KM Makhitha
  • KM Ngobeni

Abstract

Engagement in online shopping by specific emerging-market consumers in South Africa is on the rise. Nevertheless, the online usage rate remains low. Online retailers need to understand the perceived risk factors influencing consumers’ attitudes and intention in relation to online shopping for clothing products. To that end, an online survey was conducted among emerging-market consumers in Soweto, with 300 respondents being targeted and reached. Convenience sampling was adopted to collect data from the respondents. An independent research company collected data, and various statistical analyses were conducted. The findings revealed that perceived financial, convenience and security risks significantly influenced emerging-market consumers’ attitude towards online shopping. None of the perceived risks were found to influence consumers’ intention to shop online. The perceived financial, convenience and security risks were found to be mediated by attitude. The findings are significant for e-commerce merchants seeking to develop targeted online marketing strategies for emerging-market consumers.

Suggested Citation

  • KM Makhitha & KM Ngobeni, 2024. "The Influence of Perceived Risk Factors on Emerging-Market Consumers’ Attitude Towards Shopping for Clothes Online," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 157-171, June.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:2:p:157-171
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/6786/6502
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/6786
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hong, Ilyoo B., 2015. "Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation," International Journal of Information Management, Elsevier, vol. 35(3), pages 322-336.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu Li & Pengya Ai & Annette Ding, 2023. "More Than Just Numbers: How Engagement Metrics Influence User Intention to Pay for Online Knowledge Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    2. Trinh Le Tan & Khanh Nguyen Chau Ngoc & Hien Le Thi Thanh & Hoai Nguyen Thi Thu & Uyen Vo Truong Hoang, 2024. "Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying," SAGE Open, , vol. 14(3), pages 21582440241, September.
    3. Alrawad, Mahmaod & Lutfi, Abdalwali & Alyatama, Sundus & Al Khattab, Adel & Alsoboa, Sliman S. & Almaiah, Mohammed Amin & Ramadan, Mujtaba Hashim & Arafa, Hussin Mostafa & Ahmed, Nazar Ali & Alsyouf, , 2023. "Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Roest, Henk & de Graaf, Patrick, 2023. "In brands we trust : The development and validation of a contemporary brand trust scale," Other publications TiSEM 65455a8d-e2cc-44d4-9c36-3, Tilburg University, School of Economics and Management.
    6. Wang, Tien & Duong, Trong Danh & Chen, Charlie C., 2016. "Intention to disclose personal information via mobile applications: A privacy calculus perspective," International Journal of Information Management, Elsevier, vol. 36(4), pages 531-542.
    7. Jongsik Yu & Kyeongheum Lee & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han, 2021. "How Do Air Quality Issues Caused by Particulate Matter Affect Consumers’ Emotional Response to Tourism Destinations and Willingness to Visit?," IJERPH, MDPI, vol. 18(19), pages 1-13, October.
    8. Chin, Amita Goyal & Harris, Mark A. & Brookshire, Robert, 2018. "A bidirectional perspective of trust and risk in determining factors that influence mobile app installation," International Journal of Information Management, Elsevier, vol. 39(C), pages 49-59.
    9. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    10. Bui Xuan Hong & Masaru Ichihashi & Nguyen Thi Bich Ngoc, 2024. "Analysis of Consumer Preferences for Green Tea Products: A Randomized Conjoint Analysis in Thai Nguyen, Vietnam," Sustainability, MDPI, vol. 16(11), pages 1-17, May.
    11. Kajol, K. & Singh, Ranjit & Paul, Justin, 2022. "Adoption of digital financial transactions: A review of literature and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    12. Wang, Qiuzhen & Cui, Xiling & Huang, Liqiang & Dai, Yiling, 2016. "Seller reputation or product presentation? An empirical investigation from cue utilization perspective," International Journal of Information Management, Elsevier, vol. 36(3), pages 271-283.
    13. Ming-Yan Wang & Peng-Zhu Zhang & Cheng-Yang Zhou & Neng-Ye Lai, 2019. "Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    14. Harris, Mark A. & Brookshire, Robert & Chin, Amita Goyal, 2016. "Identifying factors influencing consumers’ intent to install mobile applications," International Journal of Information Management, Elsevier, vol. 36(3), pages 441-450.
    15. 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.
    16. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Sun, Yuting & Zhang, Jianting & Li, Yixuan, 2024. "Realisation that online advertisements are misleading: Involvement of middle-aged and older adults with botanical dietary supplements," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    18. Eugenia Y. Huang & Shu-Chiung Lin & I-Ting Hsieh, 2023. "Online marketplace sellers’ influence on rating scores and comment orientation," Electronic Commerce Research, Springer, vol. 23(2), pages 1241-1270, June.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:12:y:2024:i:2:p:157-171. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.