Author(s): Cardoso, Sofia Anastácio
Date: 2017
Persistent ID: http://hdl.handle.net/10362/22989
Origin: Repositório Institucional da UNL
Subject(s): Consumer behavior; Online transactions; Payments strategy; Reputation; Digital marketing; Millennial consumer; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
With the recent increase in online purchases, organizations have been able to improve their capacity to collect, store and profit from personal and financial data gathering. Online purchases occur in an environment characterized by higher risk levels surrounding the transaction. Several payment strategies can be applied in order to mitigate the consumers’ perceived risk and increase trust levels. The present study intends to understand how the presence of internet seals of approval, and the reputation of the payment provider impacts consumer trust and online payment perceived risk. The study uses four randomized experimental setups to manipulate the independent variables, on a sample size of 324 valid responses, the majority of responses are from people between the ages of 18 and 25 years old. The study results demonstrate that new online vendors can mitigate these variables by investing in a payment strategy that combines the presence of internet seals of approval logos together with the presence of payment providers with low reputation.
