Investigation of factors impacting online buying and overall risk in Morocco

مقدم أطروحة جامعية

Barroug, Jamilah

مشرف أطروحة جامعية

Hilali, Asma

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2016

الملخص الإنجليزي

Online buying is growing at fast pace and is of growing interest to both academics and practitioners.

Online behavior research examines largely the benefits of using internet to exchange goods, but there is less focus on the effect of marketing effort, such as personalization, on the online usage and risk perception in various markets.

This research proposes a theoretical framework to explore the factors, including types of risk, that impact online buying and the overall risk perception online.

Through personalization and risk perception, this study attempts to shed light on the privacy paradox that occurs when online users act in a way that goes against their online information privacy despite high awareness of risk.

The present research also assesses to which extent different risk facets impact the overall risk perception.

For this sample, results show that time spent online and privacy awareness significantly impact online buying while provider privacy policy, personalization, privacy risk, and financial risk are not significant.

Personalization is not significant in moderating the impact of both privacy risks and provider privacy policy on online buying.

Financial and privacy risks have a significant impact on the overall risk perception.

التخصصات الرئيسية

التسويق

عدد الصفحات

56

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-775213