چکیده:
The perception of risk is an effective psychological construct in marketing, and its concept in marketing is related to the potential negative consequences resulting from incorrect purchasing. In this research, to investigate the perception of risk of car owners regarding the electronic payment method for fuel costs, an attempt has been made to use the Shannon entropy content analysis method and conduct interviews with twenty experts and specialists related to the electronic fuel payment project within the framework of a field survey and open-ended questions to examine the various dimensions of risk perception and the importance of each in accepting and using the aforementioned service. For this purpose, the combined model of Peter and Tarpy's risk perception (physical risks, performance, psychosocial, financial, and time waste) was used as the initial model. Based on this, experts, while confirming the general framework of the model, removed the psychological dimension and added the dimensions of security risk and confidentiality, evaluated financial and performance risks as the most important, and placed the dimensions of time waste, confidentiality, security, and physical in subsequent ranks.
خلاصه ماشینی:
Investigating the Dimensions of Risk Perception of Car Owners Regarding the Electronic Fuel Payment Method Mojtaba Bahrami 1, Mohammad Reza Seyed Hashemi Toloon 2 Abstract: The subject of risk perception is an effective psychological construct in marketing, and its concept in marketing is related to potential negative consequences resulting from incorrect purchasing.
In this research, to investigate the risk perception of car owners regarding the electronic fuel payment method, an attempt has been made to use the Shannon entropy content analysis method and conduct interviews with twenty experts and specialists related to the electronic fuel payment project within the framework of a field survey and open-ended questions, to examine the various dimensions of risk perception and the importance of each in accepting and using the aforementioned service.
5. Predicting the level of acceptance of electronic services: A perspective based on the dimensions of risk perception (Pavlou & Featherman, 2002) In the conducted research, a model for accepting electronic services was presented, and instead of the psychological dimension, another dimension called privacy risk 1 – potential loss resulting from the use of personal and confidential consumer information without their knowledge or consent – was used.
Conceptual Model As previously mentioned in the problem statement section, the research framework is defined based on the combined model of total risk perception, and with the help of Shannon entropy method, an attempt has been made to investigate the perception of each of the dimensions mentioned in using electronic payment services for fuel costs by car drivers.
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