| Abstract [eng] |
Thesis supervisor – Prof. Vytautas Dikčius Thesis completed – 2022, Vilnius Paper volume – 62 pages Number of tables – 30 Number of figures – 7 Number of literature references – 181 Every year, the Internet evolves allowing business to develop their services through the marketing environment. Since the Internet's beginning and expansion, consumers do not find it difficult to make purchases as well as saving time searching for information. However, despite the significant development in online shopping e-commerce, negative aspects of this method of shopping are becoming increasingly associated with it. As a result, the issue of perceived risks continues to be a substantial barrier to e-commerce growth, and it is still relevant because many online businesses are affected by perceived risk. As a result, the role of perceived risk may subconsciously influence consumers attitudes towards the particular online store and their further intention to purchase online. Moreover, since each country has different social and cultural origins, it is not particularly clear what attitudes and intentions they have towards a specific country-of-origin image. Since the uncertainty avoidance is also associated with the potential negative consequences of purchasing a certain product or service, and also contributes to the perception of risk. Therefore, the goal of the author is to find out how country-of-origin image of Poland and Turkey online stores, and different types of perceived risk will have an impact on the intention to purchase online, considering the impact of uncertainty avoidance for the respondents from Lithuania and Azerbaijan. In order to achieve the goal of the research, current study is based on the theory of planned behavior (TPB). In order to evaluate hypotheses data was collected by using a survey method, and tested by using 2x2 design for the experiment. The experiment was carried out using a 2x2 factorial design with two components divided into two levels. The attitudes of Azerbaijani and Lithuanian consumers about internet shopping in Poland and Turkey are the manipulated variables. As a result, A and B questionnaires for distinct groups of consumers were developed and distributed. In order to examine the hypotheses, the Multiple Linear Regression analysis and The Independent Samples T-test by using the SPSS process procedure was used. The findings of the survey suggest that overall customer perceptions of risk play a significant impact in determining whether or not they will continue to purchase online. Furthermore, the author has contributed to research by claiming that cultural factors play a significant influence; as a result, the results for perceived risk differed between customers from Azerbaijan and Lithuania. When looking at the impact of a country-of-origin image on consumer trust, however, the findings are inconsistent, which supports the theory that each respondent's country's view of uncertainty avoidance is a determinant in this outcome. Lithuanians, who have a lower level of uncertainty avoidance than Azerbaijanis, are more likely to trust online purchases of mobile devices than Azerbaijani consumers. To summarize, the current research assists both the academic and business communities in terms of marketers and e-commerce retailers. Businesses and developers of consumer-generated content might use clear developed research model and discovered key elements that influence purchase intentions for consumers in Lithuania and Azerbaijan. |
