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Differences in Online Shopping Risk Perception Between Urban and Rural Consumers in Poland

Author

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  • Leszek Gracz

Abstract

Purpose: The main objective of the paper is to analyse the risk perception in online shopping by Poles living in cities and in rural areas. Design/Methodology/Approach: The study is based on the CAWI research conducted from September 17 to September 25, 2020 on the sample of 1,115 respondents, concerning the online shopping in cities and rural areas in Poland. The frequency of online shopping and two risk factors were analyzed. Three hypotheses were verified: H1: there are no general differences between online shopping by people from cities and rural areas in Poland; H2: there are no general differences between people from cities and rural areas in Poland concerning the lack of trust risk factor and H3: there are no general differences between people from cities and rural areas in Poland concerning the lack of the ability to assess actual quality risk factor. Findings: While there are still many differences between rural areas and cities in Poland, considering the online shopping behavior and perception of risk there are no observable differences – all three hypotheses are verified positivly. Since it is the first study with such a solid statement, therefore further research is required on the subject. Practical Implications: The practical implication for the e-commerce in Poland is that e-consumers from the rural areas and cities should be treated similary, as they behave in a very similar way. Originality/value: The paper is based on own, primary research.

Suggested Citation

  • Leszek Gracz, 2023. "Differences in Online Shopping Risk Perception Between Urban and Rural Consumers in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 729-739.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:3:p:729-739
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    File URL: https://ersj.eu/journal/3245/download
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    References listed on IDEAS

    as
    1. Weiwei Li & Yang Yuan, 2018. "Purchase experience and involvement for risk perception in online group buying," Nankai Business Review International, Emerald Group Publishing Limited, vol. 9(4), pages 587-607, October.
    2. Noorshella Che Nawi & Abdullah Al Mamun & Nurul Hasliana Binti Hamsani & Mohd Nazri bin Muhayiddin, 2019. "Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia," Societies, MDPI, vol. 9(1), pages 1-11, January.
    3. M. Brojak-Trzaskowska & I. Ostrowska & J. Ziezula, 2022. "Impact of Online Shopping Frequency on Overconsumption in European Households: Regional Analysis with a Focus on Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 224-240.
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    More about this item

    Keywords

    Rural areas and cities in Poland; online shopping; online shopping risk.;
    All these keywords.

    JEL classification:

    • R12 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Size and Spatial Distributions of Regional Economic Activity; Interregional Trade (economic geography)
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D10 - Microeconomics - - Household Behavior - - - General

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