Effects of risk, trust and attitude on online shopping intention
This study investigates the extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) to online shopping context. This is done through the use of trust and its antecedents (perceived security control, perceived privacy control, perceived integrity, perceived competence, shared valu...
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| Format: | Thesis |
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2015
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| Summary: | This study investigates the extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) to online shopping context. This is done through the use of trust and its antecedents (perceived security control, perceived privacy control, perceived integrity, perceived competence, shared values, communication and opportunistic behaviour) along with risk in the channel, social risk and risk in the transaction as independent variables influencing the attitude and intention to shop for products and services via online shopping. A total of 287 respondents in Palestine responded to the survey. The results show that performance expectancy has a significant positive impact on the intention to shop online. A significant positive impact of effort expectancy on the intention to shop online is also observed. Social influence has a significant positive impact on the intention to shop online. However, facilitating condition has no significant influence on the intention to shop online. The results also show that the attitude toward shopping for products or services via online shopping is salient in determining the intention to shop online. Trust has a significant positive impact on the attitude towards shopping online. Perceived competence, perceived security control, perceived privacy control, shared values and communication have a significant positive impact on the trust associated with the use of online shopping. Yet, perceived integrity has no significant positive impact on the trust. Furthermore, opportunistic behaviour has a significant negative impact on the trust. Risk in the channel, social risk and risk in the transaction have a significant negative impact on the attitude toward online shopping. This study provides further evidence on consumer‘s intention to shop online, and identifies the factors that can impact behavioural intention. |
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