Effects of the risk sources and user involvement on e-commerce adoption: application to tourist services

Angel Herrero Crespo () and Héctor San Martín

Journal of Risk Research, 2012, vol. 15, issue 7, 841-855

Abstract: Past research has focused on the dimensions (consequences) of perceived risk and the effect of global risk on e-commerce adoption by consumers. This paper uses a new approach to examine the influence of perceived risk on e-commerce adoption and, on the basis of the Theory of Planned behaviour (TPB), develops an integrative model that includes the effect of three risk sources (i.e. technology, vendor and product) on the attitude towards the website use and online purchasing intention of users. In addition, this study examines how involvement, one of the main determinants of consumer behaviour, affects the role of these sources of perceived risk in e-commerce adoption. The results obtained in a sample of 1083 users of tourist services suggest that technology risk is the main determinant of online purchasing intention, which is also influenced by the variables from the TPB model. For its part, the technology risk and vendor risk have a negative influence on attitude towards the website use. In addition, both types of risk have a higher negative effect on attitude in the case of high-involvement users, supporting the moderating influence of involvement on e-commerce adoption. From a practical point of view, the findings of this research help managers to implement actions aimed at reinforcing the users' trust in their websites and, consequently, at fostering the online purchase.

Date: 2012
References: View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://hdl.handle.net/10.1080/13669877.2012.666758 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jriskr:v:15:y:2012:i:7:p:841-855

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RJRR20

DOI: 10.1080/13669877.2012.666758

Access Statistics for this article

Journal of Risk Research is currently edited by Bryan MacGregor

More articles in Journal of Risk Research from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().