A carregar...
Publicação
Online payments strategy: how third-party internet seals of approval and payment provider reputation influence the millennial consumers’ online transactions
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 420.31 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Consumer behavior Online transactions Payments strategy Reputation Digital marketing Millennial consumer