Business

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

T. M. Bach, W. V. D. Silva, et al.

This insightful study explores how various types of risks shape trust and decision-making in online shopping. Conducted by a team of researchers including Tatiana Marceda Bach and Wesley Vieira da Silva, it reveals critical insights that companies must consider for enhancing consumer confidence and improving risk-reduction strategies.

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Playback language: English

Index

Abstract

This article investigates the impact of different types of risks on trust and decision-making regarding online purchases. A mixed-methods study (qualitative pre-test with 13 participants and quantitative survey with 328 Brazilian consumers) adapted three theoretical scales to analyze risk's influence on trust and decision-making. Confirmatory factor analysis and structural equation modeling were employed. The study identifies the influence of three latent constructs (risk types, trust, and decision-making), gauges the risks associated with trust, highlights the need for companies to reassess risk-reduction strategies, and evaluates the moderating effect of demographic variables on the relationships between trust and decision-making.

Publisher

Palgrave Communications

Published On

Jan 28, 2020

Authors

Tatiana Marceda Bach, Wesley Vieira da Silva, Adriano Mendonça Souza, Claudineia Kudlawicz-Franco, Claudimar Pereira da Veiga

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