engleski

Managing Online Perceived Risk: Evidence from Generation Y Consumers

The paper aims to investigate the difference between online purchase behaviour of Generation Y and perceived risk. The paper also explores the influence of perceived risk on online environment cues and consumers’ purchase intention in an online environment. The research was primarily oriented towards experienced Internet users born in the period 1980-2000. The data was collected using survey questionnaire on a sample of 515 Croatian Generation Y consumers from the Dubrovnik-Neretva County. Various statistical analyses were used such as factor analysis, analysis of variance and correlation analysis. The findings indicate that online consumers are influenced by three major factors, compulsiveness, impulsiveness and functionality. Moreover, there is a significant difference between compulsiveness and functionality, and perceived risk of Generation Y consumers in an online environment. Additionally, the results indicate that there is no significant difference between the impulsiveness and perceived risk. Furthermore, a significant relationship was found between perceived risk of Generation Y consumers and online environment cues (website accessibility, website quality and attractiveness, and website design). The overall analysis reveals that there is a significant moderately strong relation between perceived risk and consumers’ intention towards online purchasing. These findings may be useful to online retailers, as well as marketers and website developers to recognize perceived risks and online environment cues in order to affect customer purchase intention towards online retailers.

Consumer behaviour; Electronic retailing; Perceived risk; Purchase intentions; Web pages

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