The effect of individual digitalization level on consumer risk perception

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2022-6
Birinci, Şehide Ruken
This study investigates the role of risk perception in the online shopping context. The effects of degree of consumer digitalization, product involvement, consumer innovativeness, price sensitivity, and level of internet use on twelve different perceived risk dimensions- financial risk, economic risk, performance risk, product risk, time risk, privacy risk, security risk, social risk, psychological risk, after-sale risk, delivery risk, and transaction risk- are explored based on a multicultural sample of respondents. For this purpose, primary data was collected through a questionnaire from the sample as a quantitative data collection method. Findings from the study are in line with previous research in terms of observed effects of price sensitivity, level of internet use, and consumer innovativeness, whereas contradictory results are obtained regarding the roles of consumer digitalization and product involvement factors. Theoretical and managerial implications and findings are discussed.

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Citation Formats
Ş. R. Birinci, “The effect of individual digitalization level on consumer risk perception,” M.B.A. - Master of Business Administration, Middle East Technical University, 2022.