NAŠE GOSPODARSTVO / 
OUR ECONOMY

Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

Zita Balogh, Katalin Mészáros

Abstract


The aim of this paper is to identify and categorize the perceived risks that
Hungarian consumers connect with online purchasing. The research is based
on empirical data collected via a questionnaire and analysed with statistical
software. The applied exploratory factor analysis identified five risk categories
connected to online purchasing: perceived after-sale risk, perceived data
security risk, perceived delivery risk, and perceived product risk. The fifth risk
factor seems the most characteristic to Hungarian customers, who are wary
of the possibility of online vendors selling fake products on the Internet. The
results offer valuable information to companies engaged in online vending
concerning the risk factors Hungarian consumers associate with online
shopping. One limitation of this study is that it does not evaluate risk-reducing
strategies.


Keywords


perceived risk, perceived risk types, online shopping, consumers´ purchasing behaviour, exploratory factor analysis

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