Artikel

Consumer perceived risk by online purchasing: The experiences in Hungary

The aim of this paper is to identify and categorize the perceived risks that Hungarian consumers connect with online purchasing. The research is based on empirical data collected via a questionnaire and analysed with statistical software. The applied exploratory factor analysis identified five risk categories connected to online purchasing: perceived after-sale risk, perceived data security risk, perceived delivery risk, and perceived product risk. The fifth risk factor seems the most characteristic to Hungarian customers, who are wary of the possibility of online vendors selling fake products on the Internet. The results offer valuable information to companies engaged in online vending concerning the risk factors Hungarian consumers associate with online shopping. One limitation of this study is that it does not evaluate risk-reducing strategies.

Sprache
Englisch

Erschienen in
Journal: Naše gospodarstvo / Our Economy ; ISSN: 2385-8052 ; Volume: 66 ; Year: 2020 ; Issue: 3 ; Pages: 14-21

Klassifikation
Wirtschaft
Multiple or Simultaneous Equation Models: Classification Methods; Cluster Analysis; Principal Components; Factor Models
Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
Marketing
Thema
perceived risk
perceived risk types
online shopping
consumers' purchasing behaviour
exploratory factor analysis

Ereignis
Geistige Schöpfung
(wer)
Balogh, Zita
Mészáros, Katalin
Ereignis
Veröffentlichung
(wer)
Sciendo
(wo)
Warsaw
(wann)
2020

DOI
doi:10.2478/ngoe-2020-0014
Letzte Aktualisierung
10.03.2025, 11:42 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Balogh, Zita
  • Mészáros, Katalin
  • Sciendo

Entstanden

  • 2020

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