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The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: The Moderating Role of Product Category and Gender
Date
2007-12-15Author
Dai, Bo
Type of Degree
ThesisDepartment
Consumer AffairsMetadata
Show full item recordAbstract
This study investigated how consumers’ previous online shopping experience
influences their perception of product, financial, and privacy risk associated with online
shopping. Consumers’ previous online shopping experience, the three types of risk
perceptions were examined as antecedents of online purchase intentions. This research
proposed a conceptual model that illustrates the relationships between the variables and
examined the relationships among male and female online shoppers for different product
categories being purchased online.
The researcher conducted a pre-test, using a convenience sample of 40
undergraduate students at a southern university, and a main test, using a convenience
sample of 336 undergraduate students. Results from the pre-test were used to modify the
questionnaire that was finally used for the main study. Results from the main study
provided insights on the relationships among consumers’ previous online shopping
experience, the three types of risk perceptions, and purchase intentions, in the context of
shopping for two types of products, apparel and music products (e.g. CDs, videos).
Results indicated that male online shoppers perceived higher level of privacy risks
than female online shoppers in online apparel and music shopping. Overall, previous
online shopping experience had a significant positive influence on consumers’ online
purchase intentions regardless of the product category and gender. It appeared that, in
online apparel shopping, men tend to perceive higher privacy risk with increased
experience in online apparel shopping, whereas such impact was insignificant for female
respondents. It was also found that men perceived more product risk, whereas women
perceived less product risk with increased online apparel shopping experience. A similar
pattern was observed in online music shopping as well. In general, women were more
likely to use purchase both products on the Internet than men.