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Effects of the risk sources and user involvement on e-commerce adoption: application to tourist services

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  • Angel Herrero
  • Héctor San Martín

Abstract

Past research has focused on the dimensions (consequences) of perceived risk and the effect of global risk on e-commerce adoption by consumers. This paper uses a new approach to examine the influence of perceived risk on e-commerce adoption and, on the basis of the Theory of Planned behaviour (TPB), develops an integrative model that includes the effect of three risk sources (i.e. technology, vendor and product) on the attitude towards the website use and online purchasing intention of users. In addition, this study examines how involvement, one of the main determinants of consumer behaviour, affects the role of these sources of perceived risk in e-commerce adoption. The results obtained in a sample of 1083 users of tourist services suggest that technology risk is the main determinant of online purchasing intention, which is also influenced by the variables from the TPB model. For its part, the technology risk and vendor risk have a negative influence on attitude towards the website use. In addition, both types of risk have a higher negative effect on attitude in the case of high-involvement users, supporting the moderating influence of involvement on e-commerce adoption. From a practical point of view, the findings of this research help managers to implement actions aimed at reinforcing the users' trust in their websites and, consequently, at fostering the online purchase.

Suggested Citation

  • Angel Herrero & Héctor San Martín, 2012. "Effects of the risk sources and user involvement on e-commerce adoption: application to tourist services," Journal of Risk Research, Taylor & Francis Journals, vol. 15(7), pages 841-855, August.
    • Handle: RePEc:taf:jriskr:v:15:y:2012:i:7:p:841-855
    DOI: 10.1080/13669877.2012.666758
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    Cited by:

    1. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    2. 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.
    3. Ellen Van Droogenbroeck & Léon Van Hove, 2021. "Adoption and usage of E-grocery shopping: A context-specific UTAUT2 model," ULB Institutional Repository 2013/324918, ULB -- Universite Libre de Bruxelles.
    4. Mohd Suki, Norazah & Mohd Suki, Norbayah, 2017. "Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 180-188.
    5. 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.
    6. Gary Cokins & Ionica Oncioiu & Mirela Cătălina Türkeș & Dan Ioan Topor & Sorinel Căpuşneanu & Carmen Adina Paștiu & Delia Deliu & Alina Nicoleta Solovăstru, 2020. "Intention to Use Accounting Platforms in Romania: A Quantitative Study on Sustainability and Social Influence," Sustainability, MDPI, vol. 12(15), pages 1-17, July.
    7. Maria del García-de los Salmones & Angel Herrero & Patricia Martínez, 2021. "Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR," Journal of Business Ethics, Springer, vol. 171(3), pages 583-597, July.
    8. Ellen Van Droogenbroeck & Leo Van Hove, 2021. "Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model," Sustainability, MDPI, vol. 13(8), pages 1-27, April.

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