TY  - JOUR
AB  - Purpose– The purpose of this paper is to investigate risk reduction strategies in online shopping through the perspective of buyer’s trust. Design/methodology/approach– An explanatory research approach is adopted to identify cause-and-effect relationships between e-quality and customers’ loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E-S-QUAL tool, which is a multiple-item general scale for measuring electronic service quality. The sample is consisted of 92 e-buyers (consumers). Findings– The field research revealed that three e-quality dimensions, namely, ease of use, customization and assurance, e-scape and responsiveness, have significant positive effects on e-loyalty and e-satisfaction. Regarding e-trust, only customization and assurance exerts a significant positive effect. Research limitations/implications– The field research provides in-depth understanding of relationships among e-loyalty, e-satisfaction and e-trust. The majority of the respondents are young people living in Athens, Greece, highly educated, with a relative low monthly income. Originality/value– This study investigates how trust is affecting the consumers’ engagement to e-commerce, suggesting the appropriate security that should be taken to mitigate perceived risks. Reviewing security measures can help reduce risks of an e-company and simultaneously enforce the level of trust and customers' intentions to buy.
VL  - 16
IS  - 3
SN  - 1328-7265
DO  - 10.1108/JSIT-01-2014-0008
UR  - https://doi.org/10.1108/JSIT-01-2014-0008
AU  - Vos Angeliki
AU  - Marinagi Catherine
AU  - Trivellas Panagiotis
AU  - Eberhagen Niclas
AU  - Giannakopoulos Georgios
AU  - Skourlas Christos
ED  - Professor Georgios Giannakopoulos and Professor Damianos Sakas
PY  - 2014
Y1  - 2014/01/01
TI  - Electronic service quality in online shopping and risk reduction strategies
T2  - Journal of Systems and Information Technology
PB  - Emerald Group Publishing Limited
SP  - 170
EP  - 186
Y2  - 2024/04/20
ER  -