engleski

Impact of Perceived Risk and Perceived Cost on Trust in the Online Shopping Websites and Customer Repurchase Intention

The continuous development of online commerce has increased the popularity of online shopping in terms of the customer purchases. Trust in a website is considered to be the key element for a better understanding of the customer behaviour, especially the repurchase intention. Trust in a website is examined through the perception of risk and perception of cost. Customer’s perceived risk of online shopping is becoming a research field of growing interest, whereby the previous studies have selected perceived risk as a well-known behavioral deterrent. In this study, the perceived risk is viewed as the product risk, financial risk and privacy risk. Perceived cost is conceptualized from the literature where it has a major influence on consumer behaviour: as information searching cost, moral hazard cost, and specific asset investment. This article attempts to explore the relational factor influencing online shoppers' repurchase intentions by proposing a framework based on the understanding of how perceived risk and cost incurred in a relationship relate to trust in a website. The research involved a web-based survey conducted on online shoppers who have made at least one online purchase in the past six months. The findings provide useful insights into the role of perceived cost and perceived risk in building the website trust, which consequently affects customers’ online repurchase intentions. Finally, the findings are discussed along with theoretical and managerial implications.

perceived risk; perceived cost; trust; online shopping; repurchase intention

Sažetak rada objavljen je i u Zborniku sažetaka, ISBN: 978-953-281-066-0