SEPTEMBER Journal of Electronic Commerce Research, VOL 15, NO 1, 2014 Page 13 THE IMPACT OF ONLINE SHOPPING EXPERIENCE ON RISK PERCEPTIONS AND ONLINE PURCHASE INTENTIONS: DOES PRODUCT CATEGORY MATTER? ABSTRACT The purpose of this study is to examine the influence of online shopping experience on perception of specific types of risks associated with online shopping and how each type of risk perceptions influences online purchase intentions. A conceptual model was proposed to illustrate the relationships between online shopping experience and perceptions of product, financial, and privacy risks associated with online shopping, and how both experience and risk perceptions impact online purchase intentions. The results indicate that online shopping experience is a strong positive predictor o...
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