Effects of Perceived Risk Dimensions on Customer's Trust in E-Commerce in Fisheries in Southern Iran

Abstract

This study investigates the effects of perceived risk dimensions on customer's trust in e-commerce in fisheries in southern Iran. Today, security and mistrust are the most important customers' main concerns in purchasing online goods and services. Because customer trust is an essential variable in relationships, both logically and empirically, organizations providing online goods and services must take steps to retain customers. In this study, theoretical foundations have been implemented using desk research and available Persian and Latin sources. Research variables are examined based on correlation. The conceptual model has been investigated by analyzing the observations and research information and examining the simultaneous effect of model variables using SPSS 22.0 software at a significance level of 0.05 and the partial least squares (PLS) method. Four leading online trading companies active in the sale of fishery products were selected as research sites. The statistical sample consists of 468 people, including 103 managers and experts of fisheries organizations in southern Iran and 365 customers of online fisheries stores. This study aimed to investigate using a researcher-made questionnaire with a Cronbach's alpha above 0.70. This study examines and tests fisheries organizations in southern Iran from the perspective of perceived risk. The results showed that privacy risk, financial risk, and psychosocial risk positively correlate with customer's trust in e-commerce.