Title The impact of risk factors on intention to buy products from online stores of different countries /
Translation of Title Rizikos veiksnių įtaka ketinimui pirkti prekes skirtingų šalių internetinėse parduotuvėse.
Authors Golovchenko, Alexander
Full Text Download
Pages 80
Keywords [eng] Risk factors, online shopping, online stores of different countries, worldwide online shopping, impact of risk factors on intention to buy.
Abstract [eng] 65 pages, 11 tables, 1 figure, 91 References Online shopping has become increasingly popular in recent years due to the convenience it offers. However, it also comes with certain risks such as concerns about payment security, product authenticity and quality, and the enforceability of e-contracts. Many online stores have failed to address these concerns of their customers. According to academic studies, consumer risk is a multidimensional concept and it increases proportionally with the degree of specialization of a product. Researchers have used the concept of "risk perception" to understand how people make value judgments in stressful situations. The aim of this study was to analyze the impact of risk factors on the intention to buy from an online store and to determine the mediating and moderating role of attitude and country image on the relationship between risk factors and intention to buy. The study used convenience-based sampling and sent 520 questionnaires to respondents in Lithuania through email and WhatsApp. Consent has been taken and ethical consideration were kept in mind for the anonymity of the respondents. 360 respondents filled out the questionnaires and online buying intention has been analyzed of the respondents having intention to buy from online stores of India and Turkey. The results showed that perceived risk has a direct and significant impact on consumer buying intention. Attitude was found to mediate the relationship between all risk factors and consumer buying intention. Additionally, country image was found to have a moderating effect on the relationship between risk factors and consumer buying intention.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2023