PERCEIVED RISK AND SECURITY IN CREATING ONLINE PURCHASING DECISION AT MARKETPLACE IN INDONESIA

Dita Amanah; Dedy Ansari Harahap; Muji Gunarto; Purwanto Purwanto

doi:10.30998/jabe.v7i2.7553

Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision

Physics Procedia ◽

10.1016/j.phpro.2012.02.195 ◽

2012 ◽

Vol 24 ◽

pp. 1304-1310 ◽

Cited By ~ 17

Author(s):

Zhao Hong ◽

Li Yi

Keyword(s):

Perceived Risk ◽

Purchasing Decision ◽

On Line

Download Full-text

Discounts or gifts? Not just to save money

Journal of Contemporary Marketing Science ◽

10.1108/jcmars-08-2018-0009 ◽

2018 ◽

Vol 1 (1) ◽

pp. 53-75 ◽

Cited By ~ 1

Author(s):

Yanping Gong ◽

Wei Hou ◽

Qin Zhang ◽

Shuang Tian

Keyword(s):

Decision Making ◽

Perceived Risk ◽

Neural Mechanism ◽

Sales Promotion ◽

Gift Giving ◽

Sales Promotions ◽

Content Type ◽

Purchasing Decision ◽

Promotion Strategies ◽

Information Ambiguity

Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.

Download Full-text

The influence of perceived risks to online purchasing decision of people in Hochiminh City

Tạp chí Nghiên cứu Tài chính - Marketing ◽

10.52932/jfm.vi60.2 ◽

2020 ◽

Author(s):

Xuân Hiệp Nguyễn ◽

Minh Đạt Khưu

Keyword(s):

Regression Analysis ◽

Perceived Risk ◽

Research Model ◽

Analysis Method ◽

Privacy And Security ◽

Perceived Risks ◽

Purchasing Decision

This study measures the influence of perceived risks to online purchasing decision of people in Hochiminh city (HCMC). The suggested research model is based on the studies of Yan và Dai (2009), Bhatnagar and Ghose (2004), McCorkle (1990) and tested by double regression analysis method. The data are surveyed with 358 people who have frequently purchased online in HCMC. The result of the research has identified the elements of perceived risks impacting on online purchasing decision of poeple in HCMC and they are ranked in descending order in terms of the importance: (1) product perceived risk; (2) perceived risk of fraud from retailers; (3) financial perceived risk; (4) privacy and security perceived risk.

Download Full-text

Factors Affecting Online Purchasing Of Local Food

Agro Ekonomi ◽

10.22146/jae.26129 ◽

2017 ◽

Vol 28 (2) ◽

pp. 189

Author(s):

Avivah Rahmaningtyas ◽

Slamet Hartono ◽

Any Suryantini

Keyword(s):

Perceived Risk ◽

Local Food ◽

Ease Of Use ◽

Perceived Usefulness ◽

Perceived Ease Of Use ◽

Purchasing Decision ◽

Independent Variables ◽

Perceived Trust ◽

Dependent Variables ◽

Perceived Price

The purpose of this research are to analyze which factors can influence Indonesia’s consumer intention to buy local food by online and whether the intention can affect to purchasing decision or not. This research used Partial Least Square (PLS) as data analysis with significance level 5%. There are several requirements to fulfil the criteria of data anlaysis, they are convergent validity, discriminant validity, and composite reliability. The result is all of three requirement is achieved. Bootstrapping analysis was used to examine the significance and verify the hypotheses. There were five independent variables and two dependent variables. The independent variables were perceived usefulness, perceived ease of use, perceived trust, perceived risk, and perceived price. The dependent variables were intention to buy and purchasing decision. There are two variables which are significance towards intention to buy, they are perceived risk and perceived price. Perceived risk is significance and consistent with the theory which has negative effect towards intention to buy, while perceived price is significance and has positive effect towards intention to buy. Perceived usefulness, perceived ease of use, and perceived trust are not significant toward intention to buy. Variables intention to buy is intervention variable which affect significantly towards purchasing decision. R-square score for intention to buy is 30.5% while r-square score for purchasing decision is 25.9%.

Download Full-text

Pengaruh Electronic Word Of Mouth Dan Perceived Risk Terhadap Keputusan Pembelian Pada Konsumen Tokopedia

JURNAL ADMINISTRASI BISNIS ◽

10.14710/jab.v8i1.23766 ◽

2019 ◽

Vol 8 (1) ◽

pp. 23-30

Author(s):

Ritma Rahmadhani ◽

Apriatni Endang Prihatini

Keyword(s):

Risk Perception ◽

Significant Influence ◽

Perceived Risk ◽

Word Of Mouth ◽

Sampling Technique ◽

Electronic Word Of Mouth ◽

Purchasing Decision ◽

Good Risk

The purpose of this study is to determine the effect of electronic word of mouth (e-WOM) and perceived risk to the purchasing decision at Tokopedia. This type of research is explanatory research. Sampling technique using nonprobability with purposive technique. The number of samples taken as many as 100 respondents, which are the consumer of Tokopedia. In this study assisted by IBM SPSS 21.0 system. The results showed that electronic word of mouth (e-WOM) influences the purchasing decision by contributing 24.4% while the rest is influenced by factors other than e-WOM. Perceived risk influences the purchasing decision by contributing 26.8% while the rest is influenced by factors other than perceived risk. Meanwhile, simultaneously electronic word of mouth (e-WOM) and perceived risk influence to purchasing decision by donating 33.3% while the rest influenced by factors other than electronic word of mouth (e-WOM) and perceived risk. Based on the calculation of Test F shows that there is a significant influence between electronic word of mouth (e-WOM) and perceived risk to the purchasing decision. This means the better electronic word of mouth (e-WOM) and perceived risk, the higher the purchasing decision at Tokopedi. Suggestions in this research is Tokopedia must encourage its consumers to write a more complete and clear review by providing reward points and also for Tokopedia to improve its services and provide education about the transaction mechanism so that consumers have a good risk perception towards Tokopedia.

Download Full-text