To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers

Figures & data

Figure 1. Conceptual framework of the relationship between perceived risk dimensions and purchase intention

Figure 2. Conceptual framework of the relationship between perceived risk dimensions and repurchase intention

Table 1. Summary of respondents’ technology usage profile

No.	Item	Most prevalent answers and reasons	Percentage
1.	Do you have access to the Internet?	Yes	100
2.	How often do you have access to the Internet during a day?	At all times	52
3.	Do you have access to the Internet at home?	Yes	92
4.	From where do you mostly access the Internet?	Home	73
5.	With which device do you mostly access the Internet?	Mobile phone	51
6.	Which type of mobile phone do you mostly use to access the Internet?	Smartphone	97
7.	Do you have limited Internet access?	Yes	66
8.	How much data do you typically use per month for Internet access?	Less than 5GB	42
9	How much data do you typically use per month on your mobile phone for Internet access?	Less than 1GB	50
10.	Why do you use the Internet?	Academic-related	95
11.	Who pays for your Internet access?	Myself and my parents	46
12.	During which time of the day do you usually access the Internet?	18:00–23:00	55
13.	How much time do you usually spend on the Internet per day for all Internet activities?	<5 hours per day	64
14.	Would you consider yourself to be “technologically enabled?”	Yes	99
15.	Are you aware of online shopping websites?	Yes	100
16.	Have you browsed online before?	Yes	96
17.	Which websites have you previously used for online browsing?	Gumtree	79
18.	Have you purchased online before?	Yes	69
19.	Which websites have you previously used for online purchases?	Computicket	60
20.	How often do you purchase products online?	Yearly	60
21.	With which device do you mostly purchase online?	Computer/laptop	85
22.	Which type of products do you usually purchase online?	Electronics	50
23.	Do you own a credit card?	No	61
24.	How do you usually pay for online purchases?	Credit card	48
25.	How much do you usually spend on online purchases per month?	<R500	81
26.	Do your friends purchase online?	Yes	82

Table 2. Reliability: group one (experienced online consumers) and group two (inexperienced online consumers)

Variable scale	No. of items	Experienced online consumers (Group one) n = 416		Inexperienced online consumers (Group two) n = 190
		Clothing n = 416 (α) (AVE; CR)	Books n = 416 (α) (AVE; CR)	Clothing n = 190 (α) (AVE; CR)	Books n = 190 (α) (AVE; CR)
Financial risk	7	0.84 (0.50; 0.88)	0.83 (0.50; 0.87)	0.80 (0.47; 0.86)	0.77 (0.43; 0.83)
Psychological risk	7	0.83 (0.49; 0.87)	0.84 (0.51; 0.88)	0.78 (0.43; 0.84)	0.77 (0.43; 0.84)
Performance risk	6	0.88 (0.62; 0.91)	0.88 (0.63; 0.91)	0.89 (0.63; 0.91)	0.87 (0.57; 0.88)
Time risk	6	0.84 (0.56; 0.88)	0.83 (0.54; 0.87)	0.74 (0.42; 0.81)	0.73 (0.41; 0.80)
Social risk (retailer reputation)	3	0.63 (0.57; 0.80)	0.55 (0.51; 0.75)	0.60 (0.54; 0.78)	0.54 (0.52; 0.76)
Social risk (social influences)	2	0.61 (0.71; 0.83)	0.54 (0.67; 0.80)	0.47 (0.65; 0.79)	0.36 (0.61; 0.75)
Online purchase/repurchase intention	10	0.93 (0.78; 0.95)	0.91 (0.74; 0.93)	0.89 (0.70; 0.92)	0.87 (0.66; 0.91)

Table 3. Coefficient of determination (R²) results

	Clothing (R^2)	Books (R^2)
Group one (experienced online consumers)	0.41	0.42
Group two (inexperienced online consumers)	0.29	0.38

Table 4. Path coefficient and multigroup analysis for books: experienced and inexperienced online consumers

	Experienced		Inexperienced		MGA: Difference between equal size groups
Path	Path coefficient	p-value	Path coefficient	p-value		MGA p-value
Financial risk → (Re)purchase intention	−0.07	0.27	−0.17	0.04*	−0.374	0.00*
Psychological risk → (Re)purchase intention	−0.41	0.00*	−0.04	0.69	0.548	0.00*
Performance risk → (Re)purchase intention	0.07	0.23	0.03	0.72	0.054	0.69
Time risk → (Re)purchase intention	−0.09	0.24	−0.09	0.36	−0.159	0.29
Social risk → (Re)purchase intention (Retailer reputation)	0.36	0.00*	0.43	0.00*	0.079	0.45
Social risk → (Re)purchase intention (Social influences)	−0.23	0.00*	−0.11	0.15	0.140	0.21

Note: *Significant at the p < 0.05 level.