Record: oai:ARNO:641691

AuteurJ. van Dipten
TitelSignaling risk : effects of experience, risk factors & certificates on risk perception in online shopping environments
BegeleiderK.O. Keller
FaculteitFaculteit Economie en Bedrijfskunde
OpleidingFEB MSc Business Administration
SamenvattingRisk perception of consumers in online shopping environments is known to influence online shopping intention, therefore incentivizing retailers to understand and influence factors associated with said risk perception. Among other factors, previous online shopping experience has in the past been known to affect consumer perceptions of online retailers. This study utilizes an experimental approach to measure the effects of previous online shopping experience on risk perception of online stores directly, and on trust, privacy concerns and security concerns, which have been indicated to influence risk perception. In addition, the effects of a third-party certificate that is widely used in the Dutch retail market to decrease risk perception have been analyzed. It was found that there is no direct effect of previous online shopping experience on risk perception and trust, but that direct effects do exist for privacy and security concerns. Risk perception, in turn, is influenced by trust and security concerns. Certificate usage was found not to have an effect on the relationships between risk factors and risk perception.
Soort document scriptie master