Vpliv strahu pred krajo identitete in zaznavo tveganja na namero nakupa prek spleta

Background and Purpose: Online activities are present in almost every aspect of people’s daily lives. Online purchases are also increasing each year and therefore it is important to investigate what influences online purchase intentions. Online purchase intentions are among everything else, influenced by the fear of identity theft and perceived risk. Design/Methodology/Approach: The online survey was conducted among 190 participants from Slovenia. The relations between the constructs of fear of financial losses, fear of reputational damage, perceived risk and online purchase intention were investigated. Results: The research showed that the relations between the constructs of fear of financial losses, fear of reputational damage, perceived risk are positive and the relation between the constructs of perceived risk and online purchase intention were negative. All of the relations were statistically significant. Conclusion: Understanding the impact of fear of identity theft and perceived risk on online purchase intention can be helpful for online sellers, because with these findings they can manage this fear and perceived risk to increase online purchase intention and address the risks accordingly. Online sellers should therefore regard new findings from the field of online sales. If an online store wants to have success in sales, they should consider all sides of customers’ desires as well as their restraints.Ozadje in namen: Spletna aktivnosti so del skoraj vsakega vidika vsakodnevnega življenja ljudi. Prav tako se vsako leto povečujejo spletni nakupi, zaradi česar je pomembno proučevati, kaj vpliva na namero nakupa prek spleta. Na namere nakupa prek spleta med drugim vplivata tudi strah pred krajo identitete in zaznavo tveganja. Oblika/Metodologija/Pristop: Spletna raziskava je bila izvedena na vzorcu 190-ih udeležencih iz Slovenije. Povezavemed konstrukti strahu pred finančno izgubo, strahu pred izgubo ugleda, zaznavo tveganja in namero nakupa prek spleta so bile proučevane. Rezultati: Raziskava je pokazala, da so povezave med konstrukti strahu pred finančno izgubo, strahu pred izgubo ugleda in zaznavo tveganja pozitivne ter, da je povezava med konstruktoma zaznave tveganja in namero nakupa prek spleta negativna. Vse povezave so bile statistično značilne. Zaključek: Razumevanje vpliva strahu pred krajo identitete in zaznavo tveganja na namero nakupa prek spleta je lahko koristno za spletne prodajalce, saj lahko s temi ugotovitvami upravljajo ta strah in zaznavo tveganja za povečanje namere nakupa prek spleta in ustrezno obravnavajo tveganja. Spletni prodajalci morajo zato upoštevati nove ugotovitve s področja spletne prodaje. Če si spletna trgovina želi imeti uspešno prodajo, mora upoštevati tako želje uporabnikov kot njihove zadržke.