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The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative studies most noticeably comparing the USA with Asian countries. However, examining consumers’ perceived risk and trust with online purchasing in a Latin American context is very limited. While not a cross‐cultural study, this gap is addressed in the literature with an empirical study conducted in Chile. Moreover, it aims to address calls to investigate consumers’ post adoption acceptance of a technology to gain insights into which factors are most influential in explaining continuance behaviour.

The paper tests a model of the influence perceptions of risk and trust on consumers’ attitudes and intentions to continue purchasing on the internet. An online survey method is used. The sample consists of 176 Chilean consumers who purchase online. The data were analysed using structural equation modelling (SEM).

The analysis reveals that perceived risk online had an inverse relationship with consumers’ attitude and that attitude has a positive influence on intentions to continue purchasing. Of the trust factors examined, trust in third party assurances and a cultural environment of trust have the strongest positive influence on intentions to continue purchasing online, whereas trust in online vendors and a propensity to trust were both insignificant.

In a Latin American context, for marketers in domestic and global companies these results identify which trust beliefs have the most effect on consumer continuance behaviour towards purchasing online. Additionally, this research shows that consumers in a Latin American country, recognized as a collectivist, high risk avoidance culture, are willing to continue making purchases online despite the risks involved.

The study and its results is one of few available that investigates consumers’ perceptions of risk and trust for online purchasing in a Latin American country. The value of the findings provides an insight into the specific trust factors that influence post adoption behaviour; that is Chilean consumers’ continued purchasing online. The findings add value not only to the literature on the Latin American population's e‐commerce behaviour, but also have managerial implications for domestic and global companies considering offering online retailing for consumers in this region where internet penetration rates are very high, but local e‐commerce availability is low.

The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence products such as gemstones.

An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study.

The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.

The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online.

Online marketers of highly risky products need to consider that policies that promote trust and reduce risk are important means of increasing purchases. In particular, the use of multichannels will reduce perceived risk.

This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.

The purpose of this paper is to summarise the current state of empirical knowledge pertaining to online risk and cybercrime relating to people with intellectual disabilities (ID).

This narrative review summarises, synthesises and critically evaluates the current literature and state of knowledge and offers suggestions for extending current knowledge and practice.

Evidence regarding risk for people with ID is limited but growing. Existing findings highlight that: risk may increase contingent upon higher levels of sociability, loneliness, anxiety and depression, poorer insight, judgement, discrimination and ability to detect deception online and reduced experience and life opportunities; people without ID perceive high online risk for people with ID, which may lead to gatekeeping restrictions and controlling digital access; restriction may potentially impede online self-determination, participation and development by people with ID; and experience of risk may enhance awareness, independence and resilience in managing future online risk amongst people with ID. Further research work is needed in this area to enhance understanding of risk experience and effective support strategies.

This review of current knowledge has highlighted the necessity for more research to better understand the propensity for engagement in different risky online behaviours and to better inform support practices to help people with ID to manage risk whilst maintaining digital inclusion.

In online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which is a significant point in e-commerce. The purpose of this research is to investigate the impact of the evidence and the perceived usefulness of a store site on the existing risk and online participation of customers for online shopping.

The statistical population of this research is people who have had the experience of online shopping at the Digikala store. The research method was descriptive-survey and the samples were randomly selected. A questionnaire was also used to collect information. Structural and statistical analysis of the model was done by SmartPLS3 software.

In this research, the authors found that the perceived usefulness (benefits of the site) has a favorable effect on the online participation of customers. It can also reduce the risk of online shopping. This research suggests good ways to increase sales to those who have a store site. The present research provides useful findings for those who sell their products online.

This research specifically examines the interaction of customers with sellers and can be a help for progress in e-commerce. In this study, perceived risk and participation as mediating variables, information and perceived usefulness on the site as independent variables and online shopping intention a dependent variables. This research was done about Digikala's online store. The results were obtained with the participation of customers in completing the questionnaire. Then the theoretical model and the background of the research are examined and then the hypotheses are evaluated according to the statistical results and finally, the research results and limitations are stated.

This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions.

The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers.

Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions.

Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions.

This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention.

The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online retailing adoption intention both directly and reducing consumer perceived risk (PR).

The literature concerning personal innovativeness toward information technology and major components of PR have been systematically reviewed to develop a conceptual model. The impact of innovativeness and PR on online shopping adoption intention has been empirically validated by structural equation modeling using a sample of 433 internet users in India.

Results reveals consumer innovativeness as a key construct to improve online retail adoption intention both directly and by its effective role in reducing consumer risk perception of using internet channel for making purchase of physical goods.

There is a lack of studies which connect consumer innovativeness and PR in the online retailing context especially in Indian scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among current and potential online shoppers.

Understanding customer behavior from the perspective of channel integration has become a major stream of research in multi-channel retailing literature. Yet, despite recent advancements in scholarship, how retailers can most effectively sustain customers in online retailing remains unclear. Scholars have suggested online–offline channel integration (OOCI) as an effective multi-channel approach for increasing online loyalty; yet, few studies have explored OOCI's influencing mechanism. This study addresses that gap by investigating how OOCI helps achieve customer loyalty online and further examines the moderating role of retailer credibility in the influencing mechanism of OOCI.

The research model driving this study draws upon the stimulus-organism-response (S-O-R) model and cue consistency theory. The authors collected a sample of 259 customers in China with experience making multi-channel purchases from retailers that have implemented OOCI in online retailing. Structural equation modeling and response surface analyses were employed to conduct data analysis.

The results revealed that the relationship between OOCI and customers' online channel loyalty was mediated by customers' perceptions of the usefulness and risks of online channel usage. The results also found that congruence and incongruence between informational OOCI (IOOCI) and fulfillment OOCI (FOOCI) had different curvilinear associations with perceived online channel usefulness and perceived online channel risk. In addition, retailer credibility weakened the effects of IOOCI on perceived online channel usefulness and FOOCI on perceived online channel risk but strengthened the effect of IOOCI on perceived online channel risk and had no impact on the effect of FOOCI on perceived online channel risk.

Theoretical and practical implications of this study are also discussed.

This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.

Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.

Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.

Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individuals to repeat purchase.

It is one of the few studies that analyse the relations between dimensions of online risk and their differential impact on repeat purchase intention. A dual impact of risk is proposed: negative and positive effects of the risk in the channel on repeat purchase intention. Moreover, this is a cross‐national study, following the postulates of ELM.

To explore the role of trust and risk in consumers' apparent reluctance to convert from internet browsers to potential online purchasers. To consider how marketing planners in that environment can devise strategies that balance perceptions of risk against perceptions of trustworthiness.

The literatures of trust and risk were reviewed, with a focus on internet usage and online buying. Six components of organisational trust are used as the framework for a discussion of perceived risk, and of the tactics available to counterbalance perceptions of the riskiness of online buying with evidence of the trustworthiness of the online merchant.

The conclusion is that marketing planners can overcome the barrier of perceived risk if they find the means to generate sufficient trust among their potential customers.

This presents no empirical evidence but does draw together the work of others and build from it a framework for understanding how the twin concepts of risk and trust work together. Fellow researchers are invited to test its propositions experimentally.

Planners of marketing campaigns for online suppliers of products and services can use the framework presented in this paper as a basis for the formulation of effective strategies to convert current web‐browsers into future internet shoppers, and thereby benefit to the full from the advantages of online distribution channels.

Provides a general overview of a topic that is clearly relevant to gatherers of marketing intelligence and planners of marketing strategy, in the rapidly changing online environment.

As a type of electronic commerce, online C2C markets have experienced a rapid growth in both sales volume and user numbers. Buy‐it‐now (BIN) auction is a mechanism to facilitate online auctions, and is adopted by the major online C2C marketplaces. This study aims to investigate consumers' purchase and adoption of risk relief service in BIN auctions in the online C2C market from the perspective of perceived risk.

A research model is developed based on relevant theory. Data are collected from American and Chinese consumers through a web‐based experiment system that simulates the transaction process on online C2C markets. The proposed hypotheses are tested with logistic and multiple linear regressions.

The results show that buyer's purchase behavior and usage of risk relief service for a transaction in BIN auctions are determined by the perceived risk, which is influenced by the buyer's risk attitude, seller online reputation, and the product price and type.

This study provides an in‐depth understanding of consumers' behaviors on online C2C markets at transaction level, and makes implications for online marketplace operation and business strategy making.

The primary value of this paper lies in providing a better understanding of consumers' behaviors on online C2C market, and investigating the factors that influence the consumers' purchase and adoption of risk relief service in online BIN auctions from the perceived risk perspective.