The Effect of Consumer Perceived Risk on Attitude and Repurchase Intention in Online Shopping Mall

Abstract

The study is to analyze the influence of perceived risk(financial risk, performance risk, social risk, psychological risk) on the attitude and repurchase intention for users of online shopping mall. The purpose of this study is to investigate the influence of these factors on repurchase intention through immersion and to examine meaningful implications for marketing strategy of online shopping mall. The research variables for the survey were selected as the variables that were widely applied and validated in the existing marketing research through the literature review. Sampling was conducted for users of online shopping malls. The research model was empirically analyzed by Covariance Based Structural Equation Modeling (CB-SEM) on causality between variables. As a results, this study are as follows: First, the research on the relationship between perceived risk and attitude show that financial risk has no effect on the attitude. performance risk, social risk and psychological risk have a significant Negative (-) effect on attitude. Second, when we research on the relationship between perceived risk and repurchase intention, it shows that perceived risk(financial risk, performance risk, social risk, psychological risk) has no effect on the repurchase intention. Third, research on the relationship between attitude and repurchase intention showed that attitude had a significant positive (+) effect on repurchase intention. Fourth, attitude has complete mediation effect between the perceived risk and repurchase intention. Fifth, income level has moderating effects between perceived risk and attitude, repurchase intention. This study has following contributions and implications. In terms of perceived risk and an effect on consumer attitude, most online products are sold at affordable prices. Thus, consumers do not feel great even if they have an economic loss, which thus may not change the attitudes of consumers themselves. The lower the perceived risk to the function or the quality of the product is, the higher the attitude of the consumer is higher. The perception of perceived risk to the opinions and evaluations of surrounding people can affect the attitude of consumers. The lower of the perceived risk concerning whether the product purchased at the online store matches the image consumers expected increase their attitudes.