Percepción de riesgo y compras por internet: su relación con la personalidad y el tipo de producto

• Hernandez, Diana Carolina Ramirez ^[1] ; Leal, William Jiménez ^[1]
  1. [1] Universidad de los Andes
• Localización: Suma Psicológica, ISSN-e 0121-4381, Vol. 20, Nº. 2, 2013, págs. 147-161
• Idioma: español
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• Dialnet Métricas: 2 Citas
• Resumen

  • Teniendo en cuenta que el comportamiento del consumidor implica la toma de riesgo y que hay escasez de estudios específicos al contexto de compras por Internet que traten de incorporar los dos principales enfoques con los que se ha estudiado la toma de riesgo, el presente trabajo buscó determinar la relación existente entre los factores de personalidad, el tipo de producto (factor situacional), la percepción de riesgo y la intención y realización de compras por Internet. Para esto se diseñó una encuesta online que contenía situaciones hipotéticas a propósito del comercio electrónico y escalas de medición de factores de personalidad y de percepción de riesgo. Los participantes fueron personas de un rango de edad amplio, parte de una muestra por conveniencia. Se realizó un análisis correlacional de las variables de interés y se encontró que el género, la familiaridad, el factor de personalidad de escrupulosidad y los productos intangibles se relacionan significativamente con la percepción de riesgo general. Los factores de personalidad no parecen ser significativos a la hora de determinar la intención y realización de compras por Internet, brindando así apoyo al enfoque situacional.

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