摘要
摘要
本研宄的目的是分析在线购物过程中哥伦比亚消费者的风险感知。为了分析
哥伦比亚市场,可以通过在线购买三种产品类型,这些产品类别是服装,网上餐
饮电子产品。从在线购物时可以看出的风险,选择五大风险进行分析,这些风险
有:金融风险,产品风险,便利风险,不交货风险和退货政策风险。
为了收集使用一项调查数据,共有17个关于风险感知的问题,每个问题都使
用7分Likert量表来获得哥伦比亚客户的风险感知。使用surveymonkey在线平台,社
会媒体共分发了 300份问卷。
为了分析数据,使用回归分析,具体来说,有序logit回归有助于作为测试研究
假设的工具。
获得的结果是,对于服装类别,哥伦比亚消费者认为产品,便利性和非交货
风险。对于食品类别来说,财务和便利的风险被认为是最后的,而对于电子类别
来说,没有数据表明哥伦比亚消费者有任何风险。
这项研究有助于更好地了解哥伦比亚消费者在网上购物时的行为,因为它可
以澄清所感知的风险不仅仅是通过在线购买产品,而是跟购买风险与产品的种类
有关买了,每一种产品都有不同的风险。
关键词:在线购物;电子商务;风险感知;消费者在线行为Table of Content
Table of Content
Chapter 11
1.1Introduction1
1.2. Description of the research:
2
Chapter 2: Background
4
2.1International online market:
4
2.1.1Emerging markets for e-commerce:
5
2.2Colombian online market
6
2.2.1Colombian scenery for ecommerce
6
2.2.2Government support for the growth of electronic commerce
7
2.2.3Important growth of products and services to consumers in Colombian market.
8
2.2.4Most popular sectors in Colombian market:
8
2.2.5Motivations for buying online for Colombian costumers
.9
2.2.6Most valued factors and more common problems when buying online
9
Chapter 3: Literature


11
3.1.Online Consumer behavior
11
3.1.1Motivations that lead consumers to buy online
11
3.1.2Different kinds of online costumers
12
3.1.3Kinds of products bought online

14
3.1.4Factors that block consumers from buying online
15
3.1.5Online shopping factors that persuade costumers to purchase
17
3.1.6Online consumer behavior literature table
20
3.2.Online perceived risks:

20
3.2.1Perceived risk in e-commerce
20
3.2.2Risk and online shopping
21
3.2.3Perceived risk and trast

23
3.2.4Importance of perceived risk


24
3.2.5Sources of Perceived Risk

25
3.2.6Perceived risk in the purchasing process and its components
27
3.2.7Risk perception literature table
28
3.3.Conceptual model:


30
3.3.1Kinds of perceive risk to be analyze in the research.
31
3.3.2Online product categories to be analyzed in the research:
32
Chapter 4: Hypothesis
33
Chapter 5: Methodology

36
5.1. Data Collection
36
5.1.1 The survey:
36
Table of Content
5.1.2Questionnaire:


36
5.1.3Measurement:



39
5.1.4Testing:


41
5.1.5Spanish version of the survey:
41
5.2.Data analysis methodology:
42
5.2.1First analysis^ Global analysis:
42
5.2.2Second Analysis: A risk perception analysis vs. commercial sector
43
5.3.Data Analysis.
45
5.3.1 Analysis of the draiographic questions..
45
5.3.2Global analysis of Consumer behaviour and perceived risks in general46
5.3.3Risk perception analysis. Statistical analysis
48
5.4. Data analysis of risk perception by risk
49
5.4.1Financial risk:
50
5.4.2Product risk;


50
5.4.3Convenience risk:

51
5.4.4Non delivery risk
52
5.4.5Return policy risk



53
Chapter 6: Conclusions

54
6.1 Conclusions by Concq)tual framework:
54
6.1.1Clothes:
55
6.1.2Food by delivery:
56
6.1.3Electronics


58
6.2.Limitations

58
6.3.For future research:



59
References:


61
Attachment 1



67
Attachement 2

71
Acknowledgments


75An analysis of Risk Perception on Online Shopping Behavior, approached to the Colombian market
consumers
Chapter 1
1.1 Introduction
The e-commerce is growing every day around the world, getting stronger and more
involved in our daily life activities. E-commerce is making people&39;s life easier, in the
way that going shopping, or paying for services like transportation is just a click away
of our computer or mobile phones. Even though e-commerce is in almost every
commercial activity we do, there still some problems of trust, people perceive as risky
to do an electronic payment slowing down the process of growth, and making it harder
for the electronic business to keep them selling their products or services.
The internet has been improving people&39;s life from the past decades, and it has gained
an important role in our lives. But in the meantime the internet has been improving the
way people buy products or services, making it easier, faster and cheaper. Since then
Companies have had start to focus more on e-commerce, Liu and Arnett define
electronic commerce as ”A way of conducting business