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How Do Trust and Risk Affect Customers' Online Purchase Intention? A Study of Trust and Risk in the Online Shopping Context

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dc.contributor.advisor Kanetkar, Vinay
dc.contributor.author Lu, Danqin
dc.date.accessioned 2017-09-07T19:02:17Z
dc.date.available 2017-09-07T19:02:17Z
dc.date.copyright 2017-08
dc.date.created 2017-09-05
dc.date.issued 2017-09-07
dc.identifier.uri http://hdl.handle.net/10214/11568
dc.description.abstract Internet technology and e-commerce have both grown rapidly over the past few decades. Customer trust and perceived risk have both been widely discussed in previous studies. According to well-established studies, trust consists of three dimensions: ability, benevolence, and integrity. Risk consists of behavioural uncertainty and environmental uncertainty. The question then is how do trust and risk influence customers’ online purchase intention? Price is also a crucial variable in the current thesis’ conceptual model, even although the relationship between price and risk is controversial. This thesis is an investigation of trust and perceived risk in online context with price incorporated as a key factor. I used survey method to investigate how trust and risk will influence purchase intentions in an online context, as they are latent constructs. My study also employed a scenario-based experimental design method. The data was analysed with structural equation modeling. The results showed that ability had negative and significant effect on risk. Benevolence had positive and significant effect on purchase intention when the product price is high. Behavioral uncertainty had significantly positive effect on benevolence and purchase intention for high-price products. en_US
dc.language.iso en en_US
dc.subject online shopping en_US
dc.subject risk en_US
dc.subject trust en_US
dc.title How Do Trust and Risk Affect Customers' Online Purchase Intention? A Study of Trust and Risk in the Online Shopping Context en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
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