RISK REDUCTION STRATEGIES IN

i i i

ONLINE SHOPPING: E-TRUST

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i PERSPECTIVE

ABSTRACT

Several iresearch ihave iproven ithat ipurchasers iperceive ibetter irisks ipurchasing ifor ionline
i than iin iconventional imanner. iPerceived irisks ihave ian ieffect ion iall ibuy ialternatives iand icustomers’
i conduct, iby ideterring ithem ito ibuy. iThese irisks icome ifrom ithe idearth iof iaccept ias itrue iwith iof
i customers itowards ionline icarriers’ icredibility. iThe ipredominant iarea iof iresearch ion ithis ipaper iis
i to ianalyze ihow iagree iwith iis iaffecting ithe icustomers iengagement ito ie-exchange, iso ithat iit iwill iend
i wherein iprotection icapabilities imust ibe itaken iso ias ito imitigate iperceived irisks. iA iframework ifor ia
i subject iresearch iis ilikewise igiven iwith ia ipurpose ito ichoose iout ithe icausal irelationships iamongst
i digital iservice iexcellent iand ie-loyalty, ie-pride iand ie-do inot iforget.

1. INTRODUCTION
i

The ion-line ishopping iis ia itechnique iof idigital iexchange iwherein icustomers istraight iaway
i touch iwith ie-companies. iThere iare i4 ikey ifactors iof icommercial ienterprise-to-consumer i(B2C)
i virtual itrade i(Doolin iet ial. i2005, ip. iSixty isix) iexchanges, iin iline iwith iRanganathan iand iGanapathy
i (2002, ip. i457), iwhich ihave ieffect ion ion iline ibuy icause: iinformation icontent, idesign, isecurity, iand
i privateness. iThese ikey ielements iare iconsidered ias ibarriers ito iconsumer’s ibuy iaim. iTherefore, ithe
i ecompanies ihave ito icope iwith ithem ias ia imanner ito iadvantage iself iassurance iof ithe ipurchaser.
i Before ideveloping istrategies ifor imitigating idangers, ian ie-enterprise ishould ifirst ilook iat iand iare
i expecting ipurchaser’s ibehavior i(Layton, i2005). iHowever, ian ie-business ienterprise imust ifirst iof
i all irecognize iwhat ipsychology ielements ihave ian ieffect ion ipatron’s ipurchase ipurpose iso ithat iyou
i can iset iproposals iand iboom istrategies iaiming ito ireduce idangers ieffectively. iThe imajor ireason iof
i this ipaper iis ito ireveal iwhat ielements ienhance ie-client’s iremember iand ithereby ito ihelp iin iadoption
i of ion-line ishopping. iIn iaddition, ithis ipaper itargets ito ished isome imild iupon ithe iregions iconcerning
i the isafety itechniques ithat imust ibe ilocated iin iplace ias ia iway ito imitigate idangers, iwhich iundermine
i customer’s ibelieve.

The irest iof ithe ipaper iis iready ias ifollows: iSection i2 iaffords ithe ielements iand idimensions iof
i on-line ido inot iforget iand ithe ideterrent ielements i(“risks”) iof ionline ipurchasing. iSection i3 iproposes
i strategies ito ireduce idangers iof ion-line ishopping ifor. iSection i4 idescribes ia iframework ifor ia itopic
i studies iand iphase ifive idiscusses iessential iissues iand iconcludes ithe ipaper.

2. Online Trust – Factors, Dimensions and Risks

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i In ithis isegment, ifirstly, ithe inotion iof itake idelivery iof ias ireal iwith iis ianalyzed iand isecondly
i it's ifar iexamined ihow ibelieve imay ibe ibuilt iwhich iwill ibeautify ipurchaser’s iconfidence. iThere iare
i many idefinitions iof ithe ibe igiven ias ireal iwith i(Meyer iand iWard, i2009, ip. iThe idigital itrade
i environment iconsists iof inumerous isuperb ielements ithat iimpact iconsumer’s iaccept ias ireal iwith
i (Ha, i2004) iand ian ipowerful iapproach ito ithe iestablished iorder iof itrust iis ioften ia imultidisciplinary
i one i(Cheung iand iLee, i2006). iTrust iis ian iessential ithing iconcerning ithe iadoption iand idevelopment
i of ie-alternate. i“The iInternet ihas iadvanced iinto ian ivital iadvertising iand imarketing imedium iand iis
i now ian icritical ia icomponent, iFollowing ithe itraditional imarketplaces, ithe istrategic iframework iof
i on iline icontrol ihave ito iconsist iof inumerous idimensions iconcerning ithe ia ifulfillment
i implementation iof ie-company's iimaginative iand iprescient. iAccording ito iBart iet ial. i(2005, ip. i133)
i there iare idifferences iin irelationship ithroughout inet iweb isites iand iconsumer ibusinesses. iJiang iet
i al. i(2008) ipoint iout isevera isurveys ishowing ithat ionline icustomers imake itheir ipurchases ifrom iweb
i web isites ithat ithey iaccept ias itrue iwith iin iand irecognize ithe icredibility iof ie-providers. iThe ikey ifor
i an ie-company ito ireap ilong-time iperiod ifulfillment iagainst icompetitors iand ithereby ito ibenefit
i aggressive ibenefit iis ito iconstruct iconsumer i“remember” i(Keeney, i1999; iSuh iand iHan, i2003;
i Pavlou iand iFygensen, iAccording ito iLewicki i(1998) i3 idimensions i- iability, iintegrity, iand
i benevolence- ihave ian ieffect iat ithe iextent iof itrust.

Ability and integrity are probable to be most influential earlier as statistics on one's
benevolence wishes more time to emerge. Lewicki and Tomlinson (2003) stated “an individual
will cautiously calculate how the alternative party is probably to behave in a given situation
relying on the rewards for being sincere and the deterrents closer to untrustworthy behavior”.
Safety, privacy, emblem name, word-of-mouth, precise online enjoy, top notch of records, that
make more potent the effect and such an e-corporation having these capabilities (“Risk
Relievers”) can beautify customer’s confidence. The elements cited above are related to
reinforcement of logo accept as true with. In Table 1, the elements that beautify buyer’s self
perception within the broader discipline of online buying are presented. Furthermore, specific
dimensions that have high nice impact on patron mind-set and conduct are leisure, and perceived
manage. These dimensions lead to greater consider within the company itself through the
customers’ perceptions approximately the internet web page’s usefulness and ease of use
(Koufaris and Hampton-Sosa, 2002, p. 5).

Risks (deterrent elements) reduce e-shopper’s discouraging the customers to shop for,
and undermine the credibility of an e-employer. Hence, e-companies ought to be aware about
these risks and shield their property even as extending their consumers. Perceived risks depend
extensively on numerous elements such as character’s knowledge and values. Electronic trade
involves more uncertainty and dangers than conventional commerce due to the fact consumers
ought to cope with new transactions in no way faced before (Mitchell, 1999,

Eggert (2006) stated that there are three intangibility dimensions -bodily, mental and
generality-, which “had wonderful effect on maximum of the perceived hazard dimensions”.
Therefore, the purchasing environment plays a full-size role in the belief of dangers.

3. Strategies To Reduce Risks in Online Shopping

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A ia isuccess ifacts isecurity iprogram icomes ivia ia icombination iof itechnical iand inontechnical
i efforts. iSeveral itechnical isafety ifeatures, iparticularly iassociated iwith iprotection iand iprivateness,
i will ibe itaken ito iprotect isensitive iinformation iof ie-corporation’s ibelongings ie.G. iThe isign-on
i protection igadget, iand ithird icelebration iverification iand iInternet iseals. iOnline iprivateness irefers
i back ito ithe iprotection iof istatistics ithru iInternet i(Bart iet ial., i2005, ip. i135; iBansal iet ial., i2009, ip.
i 404) iSecurity iis icomposed iof ifour i(4) ifactors: iauthentication, iauthorization, iencryption, iand
i auditing. iSign-on iprotection isystem icould ibe iseen ias ia iaggregate iof iauthentication iand
i authorization ifashions ithat ipermit ilegal ipeople’s iactivities, iand isave iyou iunauthorized iactions.
i Furthermore, ithe iclient ihas ito itake inon-public isafety ifeatures ie.G. iUse iof ianti-virus isoftware, iuse
i of ia isecure ibrowser, imaking ipurchases ithru iconfirmed ion iline istores, iuse iof icomplex ipasswords.
i Finally, ithe ipurchaser imust iseek iin ion iline istores ithe icomponents ithat iconfirm ithe icredibility iof
i payments irequirements.

Companies ipresenting iofferings iassociated iwith idigital itrade imust iincrease imechanisms
i that icould imake isure ithe iprivateness iof ithe ipatron, iand ithe isteady itransfer iof ielectronic ifunds ivia
i cooperation iwith ithird-party ipurchasing istructures iand iimplementation iof iInternet iseals i(Kerkhof
i and iVan iNoort, i2010, ip. i701), iWell-regarded iexamples iinclude iVerisign, iTrustwave. i“Risk
i relievers iare iused ito iexplain ipatron’s ibehavior”, iand imay ibe iused ito ioffer isafety, ireality iand
i confidence, iand iimprove ishoppers’ iaccept ias itrue iwith itowards iinternet iretailers. i

Layton i(2005) idescribes ithe iPOST™ iframework ithrough ianalyzing ithe isix ikeys
i determinants iof ihuman’s ibehavior: imotivation, imind-set, ibeliefs, ipersonality, imorals, iand iethics.
i He iadditionally iexamines ithe ibeliefs, imorals iand iethics iwhich idecide ihuman’s ithought iand
i actions.

4. A framework for explanatory research

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An iexplanatory iresearch itechnique ishould ibe iadopted iin iorder ito idiscover icause-and-
impact irelationships iamong ie-fine iand iclients’ iloyalty, isatisfaction iand itrust. iThis iapproach icould
i be ifinished ithrough idiscipline istudies iprimarily ibased ion ibased iquestionnaires, iand iusage iof ithe
i E-S-QUAL imodel i(Parasuraman iet ial., i2005). iES- iQUAL iis ia ia icouple iof-item iwellknown iscale
i for imeasuring idigital iprovider ihigh-quality. iE-S-QUAL iis iproposed ito ibe ichosen ibecause iit
i specializes iin imeasuring ithe ihigh-quality iof ithe icore icarrier iattributes iin ipreference ito ithe
i technical isatisfactory iof iinternet iweb isites imeasured iby iway iof idifferent ifashions. iSantouridis iet
i al. i
Moreover, itheir ihave ia ilook iat iprovides ibeneficial iinsight iinto ithe ieffect iof idigital iservice igreat ion
i client iperceived ifee iand iloyalty i(Santouridis iand iTrivellas, i2009, i2010). iSantouridis iet i(2012)
i confirmed iE-S-QUAL icomponent’s istructure iand ishowed ithe iapplicability iof ithis iscale ito
i measuring inet iservice ipleasant iof ion iline ishops. iSantouridis i(2009) icarried iout ia isurvey ion iGreek
i clients iof iInternet istores ito ianalyze ithe iimpact iof ie-service ipleasant ion idelight iand ibelieve. iThe
i outcomes ishowed ithat ie-pleasant iis ia iprime ipredictor iof ipatron ipleasure.

Principal iComponent iAnalysis i(PCA) ican ibe iconducted ito ibecome iaware iof ilatent ifactors
i inside ithe iE-S-QUAL idimensions. iThe iextraction iof iawesome iprincipal icomponents imay ibe
i corresponded ito: iease iof iuse, icustomization iand iguarantee, ie-scape i-the inet iwebsite ionline
i aesthetics, icolors, ilayouts, ietc- iand iresponsiveness. iIn iorder ito idetermine ithe iextent ito iwhich
i every iE-S-QUAL isize icontributes ito ie-loyalty, ie-pride iand ie-agree iwith, imultiple iregressions ican
i be iperformed. iAs iimpartial ivariables imay ibe iused ithe isubsequent iones: igender, iage, istage iof
i education, iincome, iIT iskills, iease iof iUse, ie-scape i& iresponsiveness, icustomization iDiscussion
i and iconclusion iThe iidea iof iconsider iis iof inotable isignificance ifor ithe ienlargement iof ie-
commerce.

5. DISCUSSION AND CONCLUSION

i i i

There iare ifactors ithat imake imore ipotent idon't iforget iand ifeature ian iimpact ion ithe imanner iit imay
i be ibuilt. iNegative ielements icoexist iwith ithe itop inotch iones iand ithey're iconsidered ias idangers ifor
i the ie-shops. iRisks iare ideterrent ifactors ithat ihassle ithe icustomer ifrom ion-line ibuying. iE-shops
i need ito itake ia ilook iat iand irecognize ithese ipoor ifactors, iand idevelop istrategies ito ireduce ithe
i possibility iof idangers.

The iacquisition iof irecollect iand ithe idiscount iof ithe iperceived irisks ifor ie-enterprise ican ibe
i primarily ibased iat ithe iimplementation iof inumerous istrategic imeasures. iTherefore, ie-businesses
i have ito iexpand istrategies ito ishield itheir iassets icloser ito iability irisks ioffering iprotection. iSecurity
i measures iare iconnected ito imanipulate, iauthentication isystem iand iopportunity ipayments. iWhen
i customers ihave icontrol ion itheir ipersonal idata ithey iexperience iextra isafe iand iconfident, idue ito ithe
i reality ithey iconclude ithat iimproved isafety iand iprivacy imeasures ihad ibeen itaken. iMoreover, ia
i organisation ithe iusage iof iauthentication iand iauthorization istructures ican idefend iits iinformation
i property ifrom iunauthorized iaccess i(e.G. iCracking). iThereby ipurchaser’s itouchy istatistics i(i.E.
i Credit icard’s inumbers, iids, ipasswords) iis iensured iand ias ia iresult icustomers’ iself inotion iis
i boosted. iAssuming ithat iwe iplan ito irun ian ie-corporation, iseveral ikey iquestions iare iraised:

• iWhat iwill ibe iour iprimary isituation? i

• iWhat imight iwe iought ito ido ithat iallows iyou ito iaccomplish iour iimaginative iand iprescient iwith
i least ifeasible iloss? i

• iWhat imight ibe ithe iprivacy iand isafety iissues ithat iwant ito ibe itaken? i

• iTo iwhat icommunity iwe iaddress ito i(involving iPOST™ iframework)?

First iand imajor, ithe iimaginative iand iprescient iwant ito ibe idetermined iand ibe ifamous iin ibrief itime
i period, iand iafterwards, ithe iactivities ihave ito ibe iimproved i(long iterm iintention). iTherefore, ito ibe
i able ito iaccomplish ithis igoal, ian ie-commercial ienterprise iagency ihave ito ifirst ibenefit ithe iaccept ias
i real iwith iof ipotential ipatron. iHowever, ia icritical iquestion iis: iIn iwhich igoal igroup i“this” icustomer
i belongs ito? iBy idetermining ithe iage, isex, ieducational iand iincome ilevel, ithe ie-enterprise ineed ito
i verify ie-client’s imotivation, ipersonality, ithoughts-set, imorals, iethics, iand ibeliefs. iThis istatistics iis
i probably iused ito idecide ie-buyer’s iprofile iand ihelp ithe icompany ito iboom ian ipowerful imethod
i plan. iAdditionally, iwhich iwill ifulfil ithe ivision ian ie-corporation iwant ito iestimate iwhat ithe
i perceived idangers i(“the ifears iof ithe ishoppers”) iare iand ifor ithat ireason iwhich imethod imeasures
i need ito itake ias ia iway ito icut iback ithem.

The icrucial ithing ithat ibothers iclients ito ishop ifor ithrough iInternet iis ithe iconcern iof iunknown. iDue
i to ithe ifact ithat ithe inet itrade iis iachieved iin ia ivirtual ienvironment ithe imanagers iof ian ie-enterprise
i must ihire iprivateness iand isafety ifeatures iin ian ieffort ito imake isure ibusiness iorganisation’s iassets
i and ipurchaser’s itouchy iinformation ifrom iunauthorized iassault ie.G. iHacking, iphishing. iAn
i powerful imanner ito iguard ithe iinternet isite i(e-shop iplatform) ifrom iunauthorized iget iright iof ientry
i to i(cracking) iis ito iplace iin iregion ia icombination iof iauthorization imodels. iIn iaddition, ithe
i partnership iwith ia ithird ibirthday icelebration iguarantee iis iextremely icrucial ias iit idenotes ithat ithe
i e-corporation icomplies iwith isecurity imeasures imaking isure ieshopper’s iprivateness. iFurthermore,
i a iessential istrategic iproblem ithat iverifies ie-company’s icredibility iand igrowth ie-client’s ibe igiven
i as igenuine iwith iis ithe idisplay iof ipolicy iconcerning iprivateness, irefunds, idelivery iand iso iforth. i,
i emblems iof ifee imethods, iand iconversation ifacilities i(e.G. iE-mail iform, imail ideal iwith, itelephone)
i with ie-retailer.

Moreover, ian ie-commercial ienterprise icorporation imust ideliver ito ithe iclients ithe iopportunity ito
i assess iits icredibility. iThis iaim ican ibe iinitially icompleted ivia ipermitting isamples iordering. iIn ithis
i manner, iclients ican iconfirm ithe ifirst-rate iof iproducts, ithe ioverall ioverall iperformance iof idelivery,
i and ithe itime iof idelivery. iSubsequently, ithe icredibility iof ian ie-employer iis iensured iwith ithe
i resource iof isending ian ielectronic imail ior isms ithat iconfirm itransaction idispatch iafter ieach
i checkout iCustomers ishould imoreover iexperience ithat ithey ihave igot ithe icontrol iof itheir
i dispatched iorder, iin icase ithat ithey igather iinformative imessages iinside ithe iroute iof ithe ipath.

Hence, iall iof ithose imeasures isupport ithe iadoption iof ion iline ibuying, ithrough imaking ie-consumer
i to ifeel isecure iwhilst ihe/she ipurchases i(intangible) ie-merchandise. iThereby iwhile ian iorder iis
i completed iin ia iprotection imanner, ithe ipopularity iof ie-commercial ibusiness ienterprise iis
i multiplied ivia ithe iword-of-mouth itechnique. iAs ia iend iresult, ia iemployer iblessings iat ithe isame
i time ias iits ipatron iblessings ifrom ia itrustworthy iand imutual icooperation. iIn ithe iclose ito ifuture, ia
i area iresearch iwill ibe icarried iout ion iGreek icustomers ion ithe iway ito iemerge ias iaware iof ithe icausal
i relationships iamong idigital icompany iexcellent iand ie-loyalty, ie-delight iand ie-receive ias igenuine
i with. iData ievaluation iwill istudy iif ithe i3 ie-first-class idimensions, inamely, iease iof iuse,
i customization iand iassure, ie-scape iand iresponsiveness ihave igreat ifirst irate iconsequences ion ie-
loyalty iand ie-pride, iand ie-don't iforget. iOur ifuture iresearch imay ialso ifocus ion ithe iexam iof ithe ihave
i an ieffect ion iof ithe iorganisational itradition iat ithe iterrific iof ie-offerings ifurnished ito ithe icustomers,
i and iwe ishall itry iand iintegrate ithe iresults iwith iin iaddition istudies ibased ion itechniques ifor iboosting
i the ifantastic iof iservices, iand iclients’ iaccept ias iauthentic iwith. iGrounded iwithin ithe iidea iof
i dynamic italents, iour ilook iat iwill ialso ifocus ion ithe iconceptualization iof ia iapproach ifor ie-shops iso
i that iyou ican iprovide ia icompetitive iadvantage i(Alaghehband iand iRivard, i2010). iThe iidea iof
i dynamic icapabilities ican iassist ius ito iunderstand ihow ithe ihuman, itechnological, ieconomic,
i organizational iassets ihave ito ievolve ivia itime, iimparting iaggressive igain i(Konstantopoulos iand
i Sakas, i2010).
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