Skip to Navigation
Auburn University Homepage
A-Z Index | Map | People Finder
Auburn University Logo
Electronic Theses and Dissertations
Skip to Main Content
Main Navigation 
  • AUETD Home
  • Graduate School
JavaScript is disabled for your browser. Some features of this site may not work without it.
View Item 
  •   AUETD Home
  • View Item
  •   AUETD Home
  • View Item

The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: The Moderating Role of Product Category and Gender

View/Open
Dai_Bo_39.pdf (332.9Kb)
Extracted text (87.99Kb)
Date
2007-12-15
Author
Dai, Bo
Type of Degree
Thesis
Department
Consumer Affairs
Metadata
Show full item record
Abstract
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.
Files
Name:
Dai_Bo_39.pdf  
Size:
332.9Kb
Name:
Dai_Bo_39.pdf.txt  
Size:
87.99Kb
URI
http://hdl.handle.net/10415/1338

Browse

All of AUETDBy Issue DateAuthor / AdvisorTitlesDepartments

My Account

Login

Auburn University Libraries | 231 Mell Street | Auburn, Alabama 36849 | (334) 844-4500 or (800) 446-0387 |

 

Auburn University |Auburn, Alabama 36849 |(334) 844-4000 |

Website Feedback |Privacy |Copyright ©