This research investigates the relationship among product risk, financial risk, security risk, privacy risk, perceived satisfaction, and purchase intention. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 306 customers using confirmatory factor analysis and structural equation modeling. The results showed that product risk, financial risk, security risk, and privacy risk impacted on perceived satisfaction. Besides, product risk, privacy risk, and perceived satisfaction influenced purchase intentions. Thus, this study focused on the influences of product risk, financial risk, security risk, and privacy risk on their cognitive attitudes toward websites. That means the more consumer perceive security, the more they avoid shopping online. The study is important to show how perceived risk affects online shopping behaviors, and it invites marketers to make necessary adjustments to prevent perceived risks to increase and online shopping to decrease. The findings of this study suggest the creation of a framework on the effect of perceived risk types on online shopping. Managers need to take perceived risks into account when designing their electronic marketing channels. In addition, shopping websites should strengthen their transaction security by appropriately using various available resources and new information technologies.

This study has four objectives: (1) Identifying factors that affect customer satisfaction on online service quality of Tiki.vn, (2) Measuring the level of impact of the factors, (3) Testing the difference in satisfaction among groups of customers with different characteristics in terms of gender, age, income, academic level, and occupation, and (4) Proposing some managerial implications to improve the quality of online services by interviewing directly and online 200 individual customers who have shopped at Tiki.vn E-commerce platform for at least the last six months, using the convenient sampling method. This study analyzes the reliability of the scale through the Cronbach's alpha coefficient, Exploratory factor analysis, and Linear regression analysis. The findings identified four factors that influence positively customer satisfaction regarding the quality of online services in Tiki.vn E-commerce platform in the order of descending strength: (1) Trust, (2) Customer service, (3) Web design and (4) Safety. In addition, the results show no difference in customer satisfaction according to different academic levels, but in terms of occupation and income, gender, and age. The results show that the factors influencing most customer satisfaction are Reliability and Customer Service. Some managerial implications are then proposed to improve the quality of online shopping services at Tiki.vn.

Purpose: The purpose of this study is to understand the effect of the unique product recommendation system on customer satisfaction. Research design, data and methodology: The survey method used the self-recording way in which the respondents selected for the study and distributed 300 questionnaires, and with due personal care, researchers collected all the distributed questionnaires. Results: The result implies that the characteristics of the product recommendation system should be more secure and developed. Conclusions: The aspects of the product recommendation system were selected as factors of price fairness, accuracy, and quality through previous studies, and the empirical analysis of the effect of the characteristics of the product recommendation system on customer satisfaction was summarized as follows. Among the attributes of the product recommendation system, the attributes of price fairness, accuracy, and quality affect customer satisfaction. Among them, the beta value of quality was the highest, and the effect of quality was the largest among the three factors. Based on the results of the study, the implications for the characteristics of the product recommendation system are summarized as follows. The aspects of the product recommendation system have a positive effect on customer satisfaction, so it is necessary to fill the needs of consumers based on the survey focused on quality

The study examines the relationship between perceived mental benefits, online trust, and personal information disclosure when shopping online in Vietnam. The e-commerce market has been booming in Vietnam since 2015. The number of online transactions and e-commerce sites has increased steadily in recent years. However, the number of online sales in Vietnam is still not high, and consumers are still limited in buying from websites when they have to provide too much information during and after the shopping process. The mix-method is used to ensure the scientific nature of the study. Qualitative research method (phenomenological research) along with the quantitative research method (survey) are applied to meet the research objectives. The data in the study was collected through the group discussion with eight experts and the survey with 917 respondents. Data processing result via SmartPLS software indicate the positive relationships between the factors in the research. The perceived mental benefits have the most potent influence on the online trust of Vietnamese customers; at the same time, both the perceived mental benefits and online trust affect customers personal information disclosure in electronic commerce. Some managerial implications relating increasing the perceived mental benefits, and customers' online trust are proposed for online businesses.

The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology – With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results – Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions – Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.

Purpose – This study explores the role of construal levels in predicting online consumer behavior on a retail website. It builds on the conceptualization that simply browsing a website and making actual purchases can be an outcome of how abstractly or concretely one thinks about that experience. This study examines the differential effects of intermediary websites’ attributes and seller’s product offerings in predicting frequency of visits and actual purchases. Research design, data, and methodology – Data were collected from 188 undergraduate students in a large university of Korea. Hierarchical regression model was utilized to test the proposed effect of website characteristics and seller attributes on visit and purchase. Results – We propose and find that online shopping website visits and purchase frequency have different antecedents. The results reveal that website visit frequency and purchase have different predictors and this can be explained through construal level theory. Specifically, we find purchase frequency is predicted more by website image and financial benefits can be more predictive in actual purchases. Conclusions – Consumer behavior on the internet can be delineated into website visits and actual purchases. First, uplifting the image of the website itself is much more important than just making offerings cheaper. Online shopping website should try to match its features to mental representations that customers go through from just visit (abstract) to purchase (concrete).

본 연구는 온라인 쇼핑상황에서 소비자 구매의도를 촉진하는데 보다 효과적인 메시지 구성을 파악함으로써 관련 분야에 이 론적 및 실무적 시사점을 제공하기 위한 것이다. 희소성과 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에 있어 과거 온라인 쇼핑에서 불만족 경험 유무에 따른 조절효과를 분석하였다. 연구문제 해결을 위해 실험물을 제작하고 부산지 역 200명의 대학생을 대상으로 설문조사를 실시하였다. 실험물은 2(희소성 메시지 유/무)×2(프레이밍 메시지 긍정/부정) 단순 요인설계 실험방식을 사용하였고, 분석기법으로는 ANOVA가 사용되었다. 분석결과, 희소성 메시지가 제품태도와 구 매의도에 미치는 영향에서 부정경험의 조절효과는 유의한 것으로 나타났다. 뿐만 아니라, 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에서 부정경험의 조절효과 또한 유의한 것으로 나타났다. 본 연구의 결론에서는 연구결과에 따른 시사점과 한계점을 논의하고 향후 연구에 대한 방향을 제시하였다.

Purpose – The present study examines interrelationships among antecedent factors defining consumer behavior in selecting online shopping websites. Research design, data, and methodology – The study identified factors from existing literature and used Interpretive Structural Modeling (ISM) to propose a conceptual approach to explain consumer website selection behavior. Through extensive discussions among industry and academia experts, qualitative assessment of the relationship between various factors was determined. Results – According to the model, eight congregating factors do not converge directly for website selection, rather, they operate following a hierarchy of influence. The ISM and MICMAC analysis reveal that information on a website and website aesthetics play key roles in influencing website selection. However, convenience and the value proposition also play very significant roles. Conclusions – The study’s findings can help the e-commerce industry, especially online retailers. The findings can be used to enhance e-retailer ability to attract, communicate, engage, achieve, monitor, and evaluate web traffic and design appropriate strategies. The study’s prime contribution is the application of Interpretative Structural Modeling (ISM) to the field of website selection.

본 연구는 국내 인터넷 쇼핑몰 9사를 대상으로 이에 해당하는 각 사이트의 색채(주조색상, 보조색상, 강조색상)를 분석하고 설문조사를 통해 소비자의 긍정적 반응과 부정적 반응을 탐색함으로써 이에 영향을 주는 색채들을 파악해보는데 그 목적이 있다. 주요 연구 결과는 다음과 같다. 첫째, 조사 대상자 3명과 함께 인터넷 쇼핑몰 사이트의 시각요소(레이아웃, 문자, 색상, 이미지 등) 중, 가변성(可變性) 요소를 제외하고, 불변성(不變性) 요소에 포함된 레이아웃과 색상을 분석한 결과를 통해 레이아웃의 형태는 5가지 영역으로 분리되어 유사한 위치에 배치되어 있음을 검증한다. 둘째, 국내 인터넷 쇼핑몰 9사의 사이트 분석 결과, 인터파크를 제외한 주조색상은 흰색이며, 보조색상은 회색계열임을 파악한다. 강조색상은 배색에 포인트를 주는 색으로 면적에 강하게 작용해야지만 전반적으로 약하게 드러나고 있다. 그나마 강조색상이 빨간색으로 드러난 인터넷 쇼핑몰 사례는 인터파크와 11번가이다. 셋째, 설문조사를 통해 사이트에 대한 소비자의 긍정적 반응과 부정적 반응을 살펴본 결과, 국내 인터넷 쇼핑몰 9사의 사이트는 모두 부정적 반응인 답답함(복잡함)과 피로감에서 높게 나타났다. 국내 인터넷 쇼핑몰 9사는 가변성 요소를 포함하여 필요 이상으로 다양한 색상을 적용하고 있으며, 복잡한 인상을 주고 있다. 이는 체계적인 색채마케팅이 이루어지지 않고 있음을 검증한다. 그나마 강조색상이 빨간색인 경우, 긍정적 반응인 온도감(안전감), 흥미도, 집중도에서 높게 나타났다.

Purpose - This study is aimed at examining Indian consumers’ online shopping motivations, information search, and shopping intentions. The study intends to reveal the relationship between online shopping motivations, information search, and shopping intentions. Research design, data, and methodology - The study employs factor analysis to verify correct loading of items on corresponding factors, and to confirm the applicability of constructs in the Indian context. The model was verified using stepwise regression analysis. Results -The findings show that hedonic and utilitarian motivations significantly affect online information search and shopping intentions. The information search is a significant predictor of online purchase intention. Conclusions - Hedonic and utilitarian motivations are the salient factors affecting online information search and purchase intentions. Marketers are required to design websites that foster an enjoyable online experience. This will attract customers who will browse the website for a longer duration. More time devoted to information search will ensure brand building and loyalty.

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.