Risco percebido e ansiedade na intenção de realizar transação online
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2024v14n1.66412Palavras-chave:
Online transaction, perceive risk, use intention, online transaction intention, anxiety, consumer behaviorResumo
Objetivo: Este estudo visa desenvolver um modelo para explicar como o risco percebido e a ansiedade afetam a intenção de fazer transações online. Métodos: Aplicamos uma pesquisa online composta por 285 respondentes válidos. Os dados são analisados por modelagem de equações estruturais usando Smart-PLS 3.2.8 com a aplicação do modelo PLS-PM por meio da Análise Fatorial Confirmatória. Resultados: Os resultados demonstram que os riscos sociais, físicos e de desempenho não foram significativos para explicar a intenção de realizar transações online. Apesar da relevância desses riscos, o tempo, a ansiedade e os riscos psicológicos foram significativamente influentes. Contribuições teóricas: Embora a literatura demonstre que a ansiedade do uso de tecnologia pode ser um catalisador de riscos percebidos, esta pesquisa constatou que a tecnologia não afetou fortemente a amostra de consumidores analisada. Assim, os respondentes se sentem positivamente mais seguros ao realizar transações financeiras online. Esta pesquisa avança nas discussões sobre os consumidores que realizam uma transação online enfrentando riscos emocionais, físicos e financeiros. Contribuições práticas: Este estudo evidencia que o comportamento do consumidor tem sido menos afetado por fatores emocionais como ansiedade e percepção de risco oriundos do uso das tecnologias digitais para realizar transações online. Um aspecto relevante a ser explorado por gestores e tomadores de decisão e explorar mais o fator conveniência em suas ações, o que diminuirá mais ainda os efeitos da percepção de risco e ansiedade na realização de transações online. Assim, ao compreender como o consumidor se comporta durante uma transação online, eles poderão melhorar as ações para favorecer uma transação bem-sucedida.
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