An Examination of Perceived Risk and Trust as Determinants of Online Purchasing Behaviour: a Study Within the U.s.a. Gemstone Industry
Year: 2007
Type: dissertation
Study design: Observational Study
Abstract: Gemstones have played a significant role in economies of many countries, especially the U.S.A.Despite the myriad benefits of adopting the Internet-based EC in many industries and positive predictions, the volume of online gemstone trading remains limited compared to those of gemstone trading using traditional (i.e.offline channels).Moreover, formal studies investigating factors that influence utilization such as the risk perception and trust of gemstone buyers using Internet are limited in scope.This report aims to identify the attributes that influence risk perception and trust of online gemstone buyers.The relationships and levels of relevance between associated attributes and risk perception and trust of gemstone buyers using the Internet were also examined.Gemstone buyers regarded several attributes when considering the risk perception and trust to buy online.For the risk perception, gemstone buyers considered colorshade shown via images presented on Web site the most critical attribute to their concerns about product information.Adopting seal of privacy practices from global well-known programs is also perceived positively by gemstone buyers.Advertising in gemstone and jewelry e-market places as well as offering variety of gemstone lotsizes should be choices of practices for online sellers.Moreover, concerns about sellers' security practices can be eased by using global well-known security programs and payment options.In terms of the trust, using global well-known financial institutions for payment processing could be an alternative to protect Internet fraud.Offering return within inspection time, warranty/guarantee of gemstone(s) sold and authentic testimonials provide assurance to online buyers.Similarly, gemstone buyers also considered perceived reputation of online seller such as the size of organization and length of buyer-seller relationship.The above findings imply buyer perception or buyer preferences toward online seller practices.It is evident that the most important benefit for online seller lies in satisfying buyers' needs and mitigating concerns which should be one of the business goals.In turn for buyers, such improvements in sellers' performance may entail more comfortable environment to purchase gemstones online.
Author: Leela Tiangsoongnern
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1574870620