Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary
Povzetek
Cilj prispevka je identifikacija in kategorizacija tveganj, ki so jih zaznali madžarski potrošniki v povezavi s spletnim nakupovanjem. Raziskava temelji na empiričnih podatkih, zbranih s pomočjo vprašalnika in analiziranih z uporabo programa za statistično analizo. Pojasnjevalna faktorska analiza je identificirala pet kategorij tveganj, povezanih s spletnim nakupovanjem: zaznano poprodajno tveganje, zaznano tveganje glede varnosti podatkov, zaznano tveganje glede dostave in zaznano tveganje glede izdelka. Peti dejavnik tveganja se zdi najbolj značilen za madžarske kupce, ki jih skrbi, da spletni trgovci prodajajo ponarejene izdelke na internetu. Rezultati nudijo dragocene informacije podjetjem, ki se ukvarjajo s spletno prodajo, glede dejavnikov tveganja, ki jih madžarski kupci povezujejo s spletnim nakupovanjem. Omejitev te študije je, da ne vrednoti strategij za zmanjšanje tveganja.
Prenosi
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