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THE INFLUENCE OF CONSUMERS PERCEIVED RISK ON CONSUMERS PREFERENCE FOR ONLINE GROCERY SHOPPING (Full)
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ẢNH HƯỞNG CỦA NHẬN THỨC RỦI RO CỦA NGƯỜI TIÊU DÙNG ĐẾN SỞ THÍCH MUA SẮM HÀNG TẠP HÓA TRỰC TUYẾN CỦA NGƯỜI TIÊU DÙNG
Research Objectives: This research aims to understand the relationship between the six
factors of perceived risk and their influence on consumers’ preference for online grocery
shopping. Specifically, this research will examine financial risk, product risk, security risk,
time risk, social risk and psychological risk and their influence on online grocery shopping
preference. Additionally, this research will provide a mediation analysis to identify
strategies for mitigating these risks as well as incorporate established theoretical
frameworks, such as the SOR model to provide robust theoretical foundations for our
research.
Results: the finding form this research showed how positive and negative emotions
which are a result of different perceived risks affect a consumer’s purchase intention
when it comes to online grocery shopping. Time and product risk were found most
significant closely followed by security and financial risk. There was also some
psychological risk and social risk was found to be least concern to consumers while
shopping online.
Recommendations: In light of the discoveries, it is suggested that web-based retailers
focus on building trust and positive affective associations with purchasers.
Methodologies, like further developing site commitment, giving good quality products,
avoiding delays in the process, and guaranteeing a consistent shopping cycle, can assist
with bringing out good sentiments and driving purchase goals. Furthermore, retailers
ought to zero in on tending to worries about the item quality and exactness by giving
precise item data, excellent pictures, and viable merchandise exchanges.
Conclusion: All in all, this study gives important bits of knowledge to online staple
retailers to upgrade their techniques and further develop the shopping experience for
buyers. By understanding the variables that impact buyers' buy aims, retailers can fit their
ways to deal with shopper issues and inclinations, eventually prompting expanded deals
and consumer loyalty. Future exploration could investigate these elements in various
settings and socioeconomics to acquire a more extensive comprehension of online
shopping for food conduct.
PAGE 2
Contents
Introduction ......................................................................................................................... 5
Literature review ................................................................................................................. 6
Online Purchase Intention ............................................................................................... 6
Perceived Risk ................................................................................................................ 8
Financial risk:.................................................................................................................. 9
Product Risk: ................................................................................................................. 11
Security Risk ................................................................................................................. 12
Time Risk ...................................................................................................................... 14
Social Risk .................................................................................................................... 16
Psychological Risk ........................................................................................................ 17
General discussion of the SOR ..................................................................................... 19
Past literature of SOR Model in online purchase intention .......................................... 19
Original conceptual framework .................................................................................... 20
Affective Attitude ......................................................................................................... 21
Cognitive attitude .......................................................................................................... 22
Conclusion .................................................................................................................... 22
Methodology ..................................................................................................................... 24
Research design ............................................................................................................ 24
Sample........................................................................................................................... 24
Data Collection ............................................................................................................. 24
Data Analysis ................................................................................................................ 24
Ethical Consideration .................................................................................................... 24
Conceptual Framework ..................................................................................................... 25
Qualitative Analysis .......................................................................................................... 26
Qualitative Research Design ......................................................................................... 26
Methodology ................................................................................................................. 26
Participants ................................................................................................................ 26
Procedure .................................................................................................................. 26
PAGE 3
Data Collection ......................................................................................................... 26
Analysis......................................................................................................................... 26
Results and Discussion ................................................................................................. 27
Delivery/Shipping ..................................................................................................... 27
Time Risk .................................................................................................................. 27
Financial and Security Risks ..................................................................................... 28
Security measures ..................................................................................................... 29
Delivery and Rider Concerns .................................................................................... 30
Psychological Risk .................................................................................................... 30
Trust .......................................................................................................................... 31
Product Risk .............................................................................................................. 32
Refund and exchange policies .................................................................................. 34
Social Risk ................................................................................................................ 35
Quantitative Analysis ........................................................................................................ 36
Quantitative Research Design ....................................................................................... 36
Methodology ................................................................................................................. 36
Survey design ................................................................................................................ 36
Analysis and Results ..................................................................................................... 37
Descriptive statistics ................................................................................................. 37
Factor Analysis ......................................................................................................... 38
Reliability Analysis ................................................................................................... 38
Correlation Analysis ................................................................................................. 39
Regression analysis ................................................................................................... 46
Discussion and Conclusion ............................................................................................... 49
Main Discussion............................................................................................................ 49
Practical Implications.................................................................................................... 50
Theoretical Implications ............................................................................................... 51
Limitations .................................................................................................................... 51
Conclusion .................................................................................................................... 52
References ......................................................................................................................... 52
PAGE 4
Appendix I-Focus Group Guideline .................................................................................. 60
Appendix II- Qualitative Respondents Profile .................................................................. 63
Appendix III-Focus Group Transcriptions........................................................................ 64
Appendix IV-Survey Questionnaire ................................................................................. 96
Appendix V-Analysis Output .
LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
ẢNH HƯỞNG CỦA NHẬN THỨC RỦI RO CỦA NGƯỜI TIÊU DÙNG ĐẾN SỞ THÍCH MUA SẮM HÀNG TẠP HÓA TRỰC TUYẾN CỦA NGƯỜI TIÊU DÙNG
Research Objectives: This research aims to understand the relationship between the six
factors of perceived risk and their influence on consumers’ preference for online grocery
shopping. Specifically, this research will examine financial risk, product risk, security risk,
time risk, social risk and psychological risk and their influence on online grocery shopping
preference. Additionally, this research will provide a mediation analysis to identify
strategies for mitigating these risks as well as incorporate established theoretical
frameworks, such as the SOR model to provide robust theoretical foundations for our
research.
Results: the finding form this research showed how positive and negative emotions
which are a result of different perceived risks affect a consumer’s purchase intention
when it comes to online grocery shopping. Time and product risk were found most
significant closely followed by security and financial risk. There was also some
psychological risk and social risk was found to be least concern to consumers while
shopping online.
Recommendations: In light of the discoveries, it is suggested that web-based retailers
focus on building trust and positive affective associations with purchasers.
Methodologies, like further developing site commitment, giving good quality products,
avoiding delays in the process, and guaranteeing a consistent shopping cycle, can assist
with bringing out good sentiments and driving purchase goals. Furthermore, retailers
ought to zero in on tending to worries about the item quality and exactness by giving
precise item data, excellent pictures, and viable merchandise exchanges.
Conclusion: All in all, this study gives important bits of knowledge to online staple
retailers to upgrade their techniques and further develop the shopping experience for
buyers. By understanding the variables that impact buyers' buy aims, retailers can fit their
ways to deal with shopper issues and inclinations, eventually prompting expanded deals
and consumer loyalty. Future exploration could investigate these elements in various
settings and socioeconomics to acquire a more extensive comprehension of online
shopping for food conduct.
PAGE 2
Contents
Introduction ......................................................................................................................... 5
Literature review ................................................................................................................. 6
Online Purchase Intention ............................................................................................... 6
Perceived Risk ................................................................................................................ 8
Financial risk:.................................................................................................................. 9
Product Risk: ................................................................................................................. 11
Security Risk ................................................................................................................. 12
Time Risk ...................................................................................................................... 14
Social Risk .................................................................................................................... 16
Psychological Risk ........................................................................................................ 17
General discussion of the SOR ..................................................................................... 19
Past literature of SOR Model in online purchase intention .......................................... 19
Original conceptual framework .................................................................................... 20
Affective Attitude ......................................................................................................... 21
Cognitive attitude .......................................................................................................... 22
Conclusion .................................................................................................................... 22
Methodology ..................................................................................................................... 24
Research design ............................................................................................................ 24
Sample........................................................................................................................... 24
Data Collection ............................................................................................................. 24
Data Analysis ................................................................................................................ 24
Ethical Consideration .................................................................................................... 24
Conceptual Framework ..................................................................................................... 25
Qualitative Analysis .......................................................................................................... 26
Qualitative Research Design ......................................................................................... 26
Methodology ................................................................................................................. 26
Participants ................................................................................................................ 26
Procedure .................................................................................................................. 26
PAGE 3
Data Collection ......................................................................................................... 26
Analysis......................................................................................................................... 26
Results and Discussion ................................................................................................. 27
Delivery/Shipping ..................................................................................................... 27
Time Risk .................................................................................................................. 27
Financial and Security Risks ..................................................................................... 28
Security measures ..................................................................................................... 29
Delivery and Rider Concerns .................................................................................... 30
Psychological Risk .................................................................................................... 30
Trust .......................................................................................................................... 31
Product Risk .............................................................................................................. 32
Refund and exchange policies .................................................................................. 34
Social Risk ................................................................................................................ 35
Quantitative Analysis ........................................................................................................ 36
Quantitative Research Design ....................................................................................... 36
Methodology ................................................................................................................. 36
Survey design ................................................................................................................ 36
Analysis and Results ..................................................................................................... 37
Descriptive statistics ................................................................................................. 37
Factor Analysis ......................................................................................................... 38
Reliability Analysis ................................................................................................... 38
Correlation Analysis ................................................................................................. 39
Regression analysis ................................................................................................... 46
Discussion and Conclusion ............................................................................................... 49
Main Discussion............................................................................................................ 49
Practical Implications.................................................................................................... 50
Theoretical Implications ............................................................................................... 51
Limitations .................................................................................................................... 51
Conclusion .................................................................................................................... 52
References ......................................................................................................................... 52
PAGE 4
Appendix I-Focus Group Guideline .................................................................................. 60
Appendix II- Qualitative Respondents Profile .................................................................. 63
Appendix III-Focus Group Transcriptions........................................................................ 64
Appendix IV-Survey Questionnaire ................................................................................. 96
Appendix V-Analysis Output .
LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
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