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The influence of perceived risk on Internet shopping behavior: a multidimensional perspective

Author

Listed:
  • Á. Herrero Crespo
  • I. Rodríguez del Bosque
  • M. M. García de los Salmones Sánchez

Abstract

The present study analyzes the influence that perceived risk in online shopping has on the process of e-commerce adoption by end consumers. With this aim, the Technology Acceptance Model is taken as a reference framework, proposing an Extended E-Commerce Acceptance Model that includes the diverse constructs of perceived risk: financial, performance, social, time, psychological and privacy. Empirical evidence is obtained from two samples, one is composed by Internet users with no experience in web shopping and the other is formed by online buyers. The results obtained confirm that the intention to shop through the Internet is positively influenced by general attitude toward the system and negatively influenced by the risk associated with the Web. Regarding the importance of the risk dimensions considered in the study, the economic and performance facets are the ones that have a greater influence on e-commerce adoption, while social and time dimensions are the less relevant.

Suggested Citation

  • Á. Herrero Crespo & I. Rodríguez del Bosque & M. M. García de los Salmones Sánchez, 2009. "The influence of perceived risk on Internet shopping behavior: a multidimensional perspective," Journal of Risk Research, Taylor & Francis Journals, vol. 12(2), pages 259-277, March.
    • Handle: RePEc:taf:jriskr:v:12:y:2009:i:2:p:259-277
    DOI: 10.1080/13669870802497744
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    Citations

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    Cited by:

    1. Dezie Leonarda Warganegara & Roozbeh Babolian Hendijani, 2022. "Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    2. Heiko Moryson & Guido Moeser, 2016. "Consumer Adoption of Cloud Computing Services in Germany: Investigation of Moderating Effects by Applying an UTAUT Model," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 14-32, February.
    3. Yu-Shan Chen & Stanley Y.B. Huang, 2017. "The effect of task-technology fit on purchase intention: The moderating role of perceived risks," Journal of Risk Research, Taylor & Francis Journals, vol. 20(11), pages 1418-1438, November.
    4. Patricea Elena BERTEA, 2015. "From Fearful To Trustful – How Perceived Risk Dimensions In E-Commerce Differentiate Between Consumers," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 15, pages 45-54, June.
    5. Yooin Noh & Pei Liu, 2024. "Exploring How Consumers’ Perceptions of Corporate Social Responsibility Impact Dining Intentions in Times of Crisis: An Application of the Social Identity Theory and Theory of Perceived Risk," JRFM, MDPI, vol. 17(2), pages 1-16, January.
    6. Nahid Malazizi & Habib Alipour & Hossein Olya, 2018. "Risk Perceptions of Airbnb Hosts: Evidence from a Mediterranean Island," Sustainability, MDPI, vol. 10(5), pages 1-23, April.
    7. Chang, En-Chi & Tseng, Ya-Fen, 2013. "Research note: E-store image, perceived value and perceived risk," Journal of Business Research, Elsevier, vol. 66(7), pages 864-870.
    8. Pappas, Nikolaos, 2016. "Marketing strategies, perceived risks, and consumer trust in online buying behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 92-103.
    9. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.
    10. Mazhar Abbas & Muhammad Shahid Nawaz & Jamil Ahmad & Muhammad Ashraf, 2017. "The effect of innovation and consumer related factors on consumer resistance to innovation," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1312058-131, January.
    11. Annaluce Latorre & Maria Vernuccio, 2013. "Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 143-163.
    12. Anam Bhatti & Shahrin Saad & Salimon Maruf Gbadebo, 2019. "Effect of Financial Risk, Privacy Risk and Product Risk on Online Shopping Behavior," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(4), pages :343-356, December.
    13. Chang, Shuchih Ernest & Shen, Wei-Cheng & Liu, Anne Yenching, 2016. "Why mobile users trust smartphone social networking services? A PLS-SEM approach," Journal of Business Research, Elsevier, vol. 69(11), pages 4890-4895.
    14. Driediger, Fabian & Bhatiasevi, Veera, 2019. "Online grocery shopping in Thailand: Consumer acceptance and usage behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 224-237.
    15. Adriana ZAIT & Patricea Elena BERTEA, 2011. "Methods For Testing Discriminant Validity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 217-224, November.
    16. Elena BERTEA & Adriana ZAIT, 2013. "Scale Validity In Exploratory Stages Of Research," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 38-46, May.
    17. Sunita Guru & Jitendra Nenavani & Vipul Patel & Nityesh Bhatt, 2020. "Ranking of perceived risks in online shopping," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 47(2), pages 137-152, June.

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