![]() ![]() The article makes four main contributions to the field: (i) it identifies the influence of three latent constructs that might affect online purchase behavior (ii) it gauges the risks associated with the latent construct of trust and the adaptation of scales of perceived risk and decision making (iii) it highlights the need to reassess the strategies adopted by companies that sell online to reduce risks and consequently increase trust in decision making and (iv) it evaluates the demographic variables that have a significant moderating effect on the relationships of the constructs of trust and decision making during the purchase process. A qualitative ( n = 13) and quantitative study were conducted with primary data ( n = 328) collected by means of a structured questionnaire using a sample of a group of consumers who reside in the south of Brazil. To analyze the impact of risk on the variables of trust and decision making, a confirmatory factor analysis was performed, and to clarify the relationships between these constructs, a structural equation model was prepared. We conducted a survey with adaptations to three theoretical scales. ![]() The aim of this article is to gauge the impact of different types of risks on trust and decision making with regard to online purchases. Deciding to make online purchases can be risky and retailers have an opportunity to influence the consumer’s decision-making process. ![]()
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