CUSTOMER-PERCEIVED INSECURITY OF ONLINE SHOPPING ENVIRONMENT

Matea Matić · Katija Vojvodić

13 citations0/0 files storedInternational Review of Management and Marketing

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Privacy, Security, and Data Protection

Abstract

Customer-perceived insecurity of online shopping environment has become one of the major obstacles to the growth of electronic commerce. The main purpose of this study was to examine the influence of insecurity of Internet usage towards online purchase decision as well as consumers’ attitudes and intentions towards online purchasing. The data was collected through survey questionnaire using the purposive sample of 253 Croatian students from the University of Dubrovnik. Research results indicate a significant relationship between the insecurity of Internet usage and online purchase decision. Additionally, a significant relationship was found between the insecurity of Internet usage and consumers’ attitudes and intentions towards online purchasing. The overall analysis reveals that consumers have positive attitudes and intentions towards online purchasing whilst insecurity towards online purchasing lowers when online purchases are made more frequently. Keywords: insecurity of Internet usage; online purchase decision; online purchase intention JEL Classifications: D12; L81

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References

2001A Trust Model for Consumer Internet Shopping 2003Understanding online purchase intentions: contributions from technology and trust perspectives 2001Consumer Perceptions of Privacy and Security Risks for Online Shopping 2002The antecedents and consequences of trust in online-purchase decisions 2006Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions 2007Initial trust and online buyer behaviour 2009From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention 2009Determinants of customer repurchase intention in online shopping

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