Perceived Online Risk, Consumer Trust and M-Shopping Behaviour
Perceived Online Risk, Consumer Trust and M-Shopping Behaviour
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Date
2019-06-01
Authors
Dogbe, Courage Simon Kofi
Zakari, Mariama
Pesse-Kuma, Abel Gregory
Journal Title
Journal ISSN
Volume Title
Publisher
e-Journal of Social & Behavioural Research in Business
Abstract
Purpose: This study investigates the influence of perceived online risk on m-shopping behaviour
in an immature market, and how consumer trust could moderate that relationship.
Design/methodology/approach: University students in Ghana represents the sample for the
study. Confirmatory factor analysis was performed to check for validity and reliability of the
measurement items. After which a hierarchical regression model was performed.
Findings: Findings revealed that, perceived financial and product risks had negative effects on
m-shopping behaviour. Trust also had positive effect on m-shopping behaviour. Consumer trust
however significantly reduced the negative effects of perceived financial and product risks on
m-shopping behaviour.
Practical/social implications: Effective addressing system is a prerequisite for m-shopping
survival, and the government must intensify efforts in making citizens register for the digital
address. A mandatory digital address would be useful for assessing facilities like banking,
application for employment, admission to educational institutions, and company registration
Description
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Citation
Dogbe, C. S. K., Zakari, M., & Pesse-Kuma, A. G. (2019). Perceived Online Risk, Consumer Trust and M-Shopping Behaviour. e-Journal of Social & Behavioural Research in Business, 10(1), 10-23.