Análise do risco e atitude no processo de decisão de compra de produtos culturais no comércio eletrônico

Abstract

The consumption of cultural products in e-commerce proved to be a new way of consuming. However, understanding consumer behavior in the electronic environment has become a challenge, since the intention to purchase online depends not only on the product itself, but on factors that influence the decision, such as perceived risks and attitudes. The present study aims to evaluate the relationship between perceived risk and attitude in the decision-making process of purchasing cultural products on digital platforms. The work is justified by the verification of existing relationships with regard to attitude and perceived risk, as well as the application of the results found in the improvement of digital platforms. To understand the relationship between risk and attitude, quantitative research was carried out by applying a questionnaire, using two validated scales, from Hoppe et al. (2012) and Hor-Meyll (2004) for data collection, obtaining a total of 121 valid responses. The results indicated that there is a low perception of perceived risk in the electronic environment, but there is still risk, with financial risk being the most relevant. It was also found that consumer attitude is high, proven by the positive relationship found between attitude and intention.