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Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

Author

Listed:
  • Balogh Zita

    (PhD Student at University of Sopron, István Széchenyi Management and Organisation Studies Doctoral School, Hungary)

  • Mészáros Katalin

    (University of Sopron, Alexandre Lamfalussy Faculty of Economics, Institution of Business Studies, Hungary)

Abstract

The aim of this paper is to identify and categorize the perceived risks that Hungarian consumers connect with online purchasing. The research is based on empirical data collected via a questionnaire and analysed with statistical software. The applied exploratory factor analysis identified five risk categories connected to online purchasing: perceived after-sale risk, perceived data security risk, perceived delivery risk, and perceived product risk. The fifth risk factor seems the most characteristic to Hungarian customers, who are wary of the possibility of online vendors selling fake products on the Internet. The results offer valuable information to companies engaged in online vending concerning the risk factors Hungarian consumers associate with online shopping. One limitation of this study is that it does not evaluate risk-reducing strategies.

Suggested Citation

  • Balogh Zita & Mészáros Katalin, 2020. "Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary," Naše gospodarstvo/Our economy, Sciendo, vol. 66(3), pages 14-21, September.
    • Handle: RePEc:vrs:ngooec:v:66:y:2020:i:3:p:14-21:n:2
    DOI: 10.2478/ngoe-2020-0014
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    References listed on IDEAS

    as
    1. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    2. Lili Zheng & M. Favier & M. Huang & F. Coat, 2012. "Chinese consumer perceived risk and risk relievers," Post-Print halshs-00740542, HAL.
    3. Noorshella Che Nawi & Abdullah Al Mamun & Nurul Hasliana Binti Hamsani & Mohd Nazri bin Muhayiddin, 2019. "Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia," Societies, MDPI, vol. 9(1), pages 1-11, January.
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    More about this item

    Keywords

    perceived risk; perceived risk types; online shopping; consumers′ purchasing behaviour; exploratory factor analysis;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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