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Online shopping consumer perception analysis and future network security service technology using logistic regression

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Negative online reviews significantly impact consumer behavior, increasing purchase delays and refusals. Enhancing consumer perception is key to improving online shopping security and risk management.

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Area of Science:

  • Consumer Behavior Research
  • E-commerce Security
  • Risk Perception Studies

Background:

  • Online shopping security and consumer trust are critical for e-commerce success.
  • Understanding consumer perception of risk is essential for mitigating negative impacts on purchasing decisions.
  • Existing models often overlook the nuanced relationship between online evaluations and consumer behavior.

Purpose of the Study:

  • To investigate the impact of negative online evaluations on consumer behavior and purchase decisions.
  • To analyze the mediating role of perceived risk in the relationship between evaluations and consumer actions.
  • To identify key factors influencing online shopping security and consumer perception.

Main Methods:

  • Data Envelopment Analysis (DEA) to assess evaluation-stimuli relationships.
  • Regression analysis to explore links between negative evaluations, perceived risk, and behavior.
  • Logistic regression to analyze factors affecting online shopping security.

Main Results:

  • Negative comments (number, intensity, length) positively correlate with delayed purchases (41%) and refusals (38%).
  • Perceived risk is closely linked to delayed shopping behavior (41%) and negatively impacts purchase opposition (27%).
  • Consumer perception significantly influences online shopping security, outweighing factors like convenience.

Conclusions:

  • Negative online reviews substantially deter purchases and increase perceived risk.
  • Strengthening consumer perception is crucial for enhancing online security and informed decision-making.
  • Interventions focusing on managing online reviews and bolstering consumer perception can improve e-commerce safety.