Perceived risk and anxiety in online transaction intention

Luciano Ferreira Silva; Paulo Sergio da Cruz de Oliveira; Cristina Maria Alcântara de Brito Vieitez

Perceived risk and anxiety in online transaction intention

Silva, Luciano Ferreira da ^[1] ; de Oliveira, Paulo Sergio Gonçalves ^[2] ; Vieitez, Cristina Maria Alcântara de Brito ^[3]
1. [1] Universidade Nove de Julho
  
  Universidade Nove de Julho
  
  Brasil
2. [2] Universidade Anhembi Morumbi
  
  Universidade Anhembi Morumbi
  
  Brasil
3. [3] PUC - SP
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Localización: Teoria e Prática em Administração (TPA), ISSN-e 2238-104X, Vol. 14, Nº. 1, 2024 (Ejemplar dedicado a: Jan/Jun - Fluxo contínuo)
Idioma: inglés
Títulos paralelos:
- Risco percebido e ansiedade na intenção de realizar transação online
Enlaces
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Resumen
- português
  Objetivo: Este estudo visa desenvolver um modelo para explicar como o risco percebido e a ansiedade afetam a intenção de fazer transações online. Métodos: Aplicamos uma pesquisa online composta por 285 respondentes válidos. Os dados são analisados por modelagem de equações estruturais usando Smart-PLS 3.2.8 com a aplicação do modelo PLS-PM por meio da Análise Fatorial Confirmatória. Resultados: Os resultados demonstram que os riscos sociais, físicos e de desempenho não foram significativos para explicar a intenção de realizar transações online. Apesar da relevância desses riscos, o tempo, a ansiedade e os riscos psicológicos foram significativamente influentes. Contribuições teóricas: Embora a literatura demonstre que a ansiedade do uso de tecnologia pode ser um catalisador de riscos percebidos, esta pesquisa constatou que a tecnologia não afetou fortemente a amostra de consumidores analisada. Assim, os respondentes se sentem positivamente mais seguros ao realizar transações financeiras online. Esta pesquisa avança nas discussões sobre os consumidores que realizam uma transação online enfrentando riscos emocionais, físicos e financeiros. Contribuições práticas: Este estudo evidencia que o comportamento do consumidor tem sido menos afetado por fatores emocionais como ansiedade e percepção de risco oriundos do uso das tecnologias digitais para realizar transações online. Um aspecto relevante a ser explorado por gestores e tomadores de decisão e explorar mais o fator conveniência em suas ações, o que diminuirá mais ainda os efeitos da percepção de risco e ansiedade na realização de transações online. Assim, ao compreender como o consumidor se comporta durante uma transação online, eles poderão melhorar as ações para favorecer uma transação bem-sucedida.
- English
  Purpose: This study aims to develop a model to explain how perceived risk and anxiety affect the intention to make transactions online. Methods: We applied an online survey consisting of 285 valid respondents. The data were analyzed with structural equation modeling using Smart-PLS 3.2.8 with the application of PLS-PM model through Confirmatory Factor Analysis. Findings: Results demonstrate that social, physical, and performance risks were not statistically significant to explain the intention to conduct transactions online, meaning only that time risk, anxiety and psychological risk are statistically significant influences. Theoretical contributions: Although the literature demonstrates that technological anxiety can catalyze perceived risks, this research found that it did not strongly affect the analyzed consumer sample. Thus, respondents positively feel safer when doing financial online transactions. This research advances discussions on consumers performing an online transaction facing emotional, physical, and financial risks. Practical implication: This study shows that consumer behavior has been less affected by emotional factors, such as anxiety and risk perception, arising from the use of digital technologies to carry out online transactions. A relevant aspect to be explored by managers and decision makers is to further explore the convenience factor in their actions, which will further reduce the effects of risk perception and anxiety in carrying out online transactions. Because if they know how the consumers behave during an online transaction, they can improve the actions to favor a successful transaction.
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