Paper Title :The Effect of Perceived Risk on Online Shopping through Trust and WOM
Author :Beril Durmus, Yesim Ulusu, Serkan Akgun
Article Citation :Beril Durmus ,Yesim Ulusu ,Serkan Akgun ,
(2017 ) " The Effect of Perceived Risk on Online Shopping through Trust and WOM " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 103-108,
Volume-3,Issue-9
Abstract : Perceived risk of consumers has been considered as a fundamental concern of decision making process during
online shopping. For the purpose of this study, perceived risk is defined as the potential for loss in pursuing a desired
outcome from online shopping. The study aimed to examine the effect of perceived risks on Online Purchase Intention
through WOM and Trust issues. To investigate the hypotheses of the research, data was collected from online shopping
users; a survey was conducted with a sample size of 635 online shoppers among consumers who previously purchased
online, methodology was done using IBM SPSS 23 and Amos 23. The study revealed that Information Risk, Financial Risk,
Product Risk and WOM Intensity have an effect on Trust and Trust has an effect on Online Purchase Intention.
Keywords - Perceived Risk, Online Shopping, WOM, Purchase intention
Type : Research paper
Published : Volume-3,Issue-9
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-9409
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Copyright: © Institute of Research and Journals
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Published on 2017-11-24 |
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