How perceived security risk influences acceptance of virtual shopping walls
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How perceived security risk influences acceptance of virtual shopping walls. / Jahn, Steffen; Langer, Ann Christin; Elshiewy, Ossama et al.
In: Marketing, Zeitschrift fur Forschung und Praxis, Vol. 42, No. 4, 2020, p. 35-42.Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - How perceived security risk influences acceptance of virtual shopping walls
AU - Jahn, Steffen
AU - Langer, Ann Christin
AU - Elshiewy, Ossama
AU - Boztuğ, Yasemin
PY - 2020
Y1 - 2020
N2 - Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls.
AB - Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls.
KW - Online retail
KW - Perceived risk
KW - Perceived usefulness
KW - Technology acceptance
KW - Virtual shopping wall
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=85103572492&partnerID=8YFLogxK
U2 - 10.15358/0344-1369-2020-4-35
DO - 10.15358/0344-1369-2020-4-35
M3 - Journal articles
AN - SCOPUS:85103572492
VL - 42
SP - 35
EP - 42
JO - Marketing, Zeitschrift fur Forschung und Praxis
JF - Marketing, Zeitschrift fur Forschung und Praxis
SN - 0344-1369
IS - 4
ER -