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Trustworthiness, security and the decision to buy on electronic platforms: Validity studies of a scale

Cerdeira, José

ISLA — Instituto Politécnico de Gestão e Tecnologia

CBR - Consumer Behavior Review, Volume 5, Issue 1, 31 01 2021, pp. 31–44

The digitization of the economy is creating difficulties for traditional companies, jeopardizing the survival of the most resistant to change. With e-commerce platforms, small and micro-businesses can open new channels of communication with consumers, paying attention to some psychological factors that influence the decision to buy online: the perception of security, reputation, trust, appearance and design websites. The purpose of this article is to assess the importance of these factors in the decision to purchase online, using a questionnaire administered on line (GoogleForms) to a Portuguese convenience sample (n = 163). The results reveal differences based on sex and consumers' previous experience in carrying out online transactions, as well as significant associations between some of the dimensions of the online trust scale of Sevim and Hall (2014) and the use of e-commerce platforms. In the conclusions, some proposals for conceptual clarification are presented and the psychometric properties of the scale used are discussed.

Keywords

#online purchase decision #e-commerce trust #perceived security #online reputation #Web design #e-commerce platforms #scale validation #psychometric properties #Gender differences #micro and small enterprises #Digitization #Scale (ratio) #Reputation #Sample (material) #trustworthiness #e-Commerce #business #Perception #Portuguese #Marketing

Bibliographic Details

Publication Type Journal article

Publication Year 2021

Journal / Conference / Work CBR - Consumer Behavior Review

ISSN 2526-7884

Volume / Issue Vol. 5 (1)

Pagination pp. 31–44

Publication Status Published

ISLA Authors & Affiliations

Trustworthiness, security and the decision to buy on electronic platforms: Validity studies of a scale

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Keywords

Bibliographic Details

ISLA Authors & Affiliations