<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

Alexandre Lamfalussy Faculty of Economics, Institution of Business Studies

Naše gospodarstvo/Our economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary"}

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...

Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

Published Online: Oct 06, 2020

Page range: 14 - 21

Received: May 01, 2020

Accepted: Jul 01, 2020

DOI: https://doi.org/10.2478/ngoe-2020-0014

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

© 2020 Zita Balogh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

Published Online: Oct 06, 2020

Page range: 14 - 21

Received: May 01, 2020

Accepted: Jul 01, 2020

DOI: https://doi.org/10.2478/ngoe-2020-0014

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

© 2020 Zita Balogh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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