Authors: | Vos, Angeliki Giannakopoulos, Georgios Marinagi, Catherine Trivellas, Panagiotis Eberhagen, Niclas Skourlas, Christos |
Publisher: | Emerald insight |
Issue Date: | 5-Aug-2014 |
Journal: | Journal of Systems and Information Technology |
Volume: | 16 |
Issue: | 3 |
Keywords: | E-Commerce, E-Trust, Online shopping, Risk reduction |
Abstract: | Purpose – The purpose of this paper is to investigate risk reduction strategies in online shopping through the perspective of buyer’s trust. Design/methodology/approach – An explanatory research approach is adopted to identify cause-and-effect relationships between e-quality and customers’ loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E-S-QUAL tool, which is a multiple-item general scale for measuring electronic service quality. The sample is consisted of 92 e-buyers (consumers). Findings – The field research revealed that three e-quality dimensions, namely, ease of use, customization and assurance, e-scape and responsiveness, have significant positive effects on e-loyalty and e-satisfaction. Regarding e-trust, only customization and assurance exerts a significant positive effect. Research limitations/implications – The field research provides in-depth understanding of relationships among e-loyalty, e-satisfaction and e-trust. The majority of the respondents are young people living in Athens, Greece, highly educated, with a relative low monthly income. Originality/value – This study investigates how trust is affecting the consumers’ engagement to e-commerce, suggesting the appropriate security that should be taken to mitigate perceived risks. Reviewing security measures can help reduce risks of an e-company and simultaneously enforce the level of trust and customers’ intentions to buy. |
ISSN: | 17588847 13287265 |
DOI: | 10.1108/JSIT-01-2014-0008 |
URL: | https://www.emerald.com/insight/content/doi/10.1108/JSIT-01-2014-0008/full/html |
URI: | https://uniwacris.uniwa.gr/handle/3000/449 |
Type: | Article |
Department: | Department of Archival, Library and Information Studies |
School: | School of Administrative, Economics and Social Sciences |
Affiliation: | University of West Attica (UNIWA) |
Appears in Collections: | Articles / Άρθρα |
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