How to reduce perceived risk when buying online: The interactions between intangibility,product knowledge,brand familiarity,privacy and security concerns |
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| Institution: | 1. Department of Marketing ESCP Europe 79, avenue de la République, 75543 Paris cedex 11, France;2. Concordia University, Department of Marketing, John Molson School of Business, Montreal, Quebec, Canada H3G 1M8;3. Independent researcher;1. Audencia Nantes, School of Management (Audencia – PRES LUNAM), Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;1. Labuan Faculty of International Finance, Universiti Malaysia Sabah, 87000 Federal Territory of Labuan, Malaysia;2. Faculty of Computing and Informatics, Universiti Malaysia Sabah, 87000 Federal Territory of Labuan, Malaysia;1. Management School, Hangzhou Dianzi University, Hangzhou, China;2. School of Management, Zhejiang University, Hangzhou, China;3. Neuromanagement Lab, Zhejiang University, Hangzhou, China;4. Business School, Ningbo University, Ningbo, China;5. Academy of Neuroeconomics and Neuromanagement at Ningbo University, Ningbo, China;1. VU University Amsterdam, The Netherlands;2. University of Twente, The Netherlands;1. Department of Librarianship and Information Systems, Department of Informatics, Technological Educational Institute of Athens,Ag. Spyridonos, GR12210, Athens, GREECE;2. Department of Informatics, Linnaeus University, SE-35139, Växjö, SWEDEN;3. Department of Logistics, Technological Educational Institute of Central Greece, GR32200, Thiva, GREECE;4. Department of Informatics, Technological Educational Institute of Athens, Ag. Spyridonos, GR12210, Athens, GREECE |
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| Abstract: | This paper studies how product intangibility and its moderators affect perceived risk in an online shopping setting. The moderators studied were brand familiarity, product knowledge, privacy concerns and security concerns. Student samples performed online experimental tests, wherein product intangibility was manipulated. The findings indicate that both mental intangibility and physical intangibility increased perceived risk. Mental tangibility had more impact over perceived risk than physical tangibility. This study is the first to show how intangibility, product knowledge, brand familiarity, privacy and security concerns interact and affect perceived risk. Previous studies did not have the opportunity to observe the interactions of these relevant dimensions, thus not identifying which one would have a stronger effect over the perceived risk of buying online. In short, we found that when interacting with intangibility security and privacy concerns increase perceived risk to the same degree. On the other hand, product knowledge reduces the perceived risk more than brand familiarity. |
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| Keywords: | Intangibility Perceived risk e-commerce Product knowledge Brand familiarity Privacy and security concerns |
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