Consumer perceived risk, risk reduction strategies and transaction intentions in online marketplaces

Even though online commerce has garnered vast academic interest during the recent years, theoretical grounds for consumer behavior online still remains ambiguous. Despite the globally rapid growth of online commerce, only a fraction of Internet browsers end up purchasing goods online. This is argued to be caused by the intangible and distant nature of the Internet, causing overwhelming perceived risks for consumers and negatively affecting transaction intentions. To combat perceived risks, consumers may actively or passively seek to relieve those risks to tolerable level. These risk reduction strategies refer to both institutional mechanisms as well as consumer risk reduction strategies. The objective of this thesis is to provide further understanding upon the relationships between consumer perceived risk, risk reduction strategies and transaction intentions in online marketplaces. To serve the objectives of the present thesis, a quantitative approach was chosen as the method for conducting empirical research. The data was collected with an online survey through discussion board, using a random sample approach. The proposed research model was examined with a set of hierarchical regression analyses. Results revealed several direct relationships as well as moderating interaction effects. The key finding of this thesis is that institutional risk reduction mechanisms significantly contribute to consumer perceived risks. These mechanisms have the potential to reduce perceived risks, and therefore may stimulate transaction intentions. Additionally, it was observed that risk reduction strategies moderate the relationship between intermediary provided risk relievers, consumer perceived risks and transaction intentions. Retailer related risk reduction strategies were also shown to enforce the effectiveness of payment methods; however feedback and monitoring mechanism was shown to have a diminishing effect of perceived risk only when consumers did not rely on product related risk reduction strategies. The present thesis also illustrates the importance of effective information search, as those consumers are more willing to transact as the perceived risks become less significant. For managerial purposes, the importance of well-functioning institutional mechanisms cannot be emphasized enough.

Starch analysis as a method to discover subsistence strategies in prehistoric Finland and Estonia

Ancient starch analysis is a microbotanical method in which starch granules are extracted from archaeological residues and the botanical source is identified. The method is an important addition to established palaeoethnobotanical research, as it can reveal ancient microremains of starchy staples such as cereal grains and seeds. In addition, starch analysis can detect starch originating from underground storage organs, which are rarely discovered using other methods. Because starch is tolerant of acidic soils, unlike most organic matter, starch analysis can be successful in northern boreal regions. Starch analysis has potential in the study of cultivation, plant domestication, wild plant usage and tool function, as well as in locating activity areas at sites and discovering human impact on the environment. The aim of this study was to experiment with the starch analysis method in Finnish and Estonian archaeology by building a starch reference collection from cultivated and native plant species, by developing sampling, measuring and analysis protocols, by extracting starch residues from archaeological artefacts and soils, and by identifying their origin. The purpose of this experiment was to evaluate the suitability of the method for the study of subsistence strategies in prehistoric Finland and Estonia. A total of 64 archaeological samples were analysed from four Late Neolithic sites in Finland and Estonia, with radiocarbon dates ranging between 2904 calBC and 1770 calBC. The samples yielded starch granules, which were compared with the starch reference collection and descriptions in the literature. Cereal-type starch was identified from the Finnish Kiukainen culture site and from the Estonian Corded Ware site. The samples from the Finnish Corded Ware site yielded underground storage organ starch, which may be the first evidence of the use of rhizomes as food in Finland. No cereal-type starch was observed. Although the sample sets were limited, the experiment confirmed that starch granules have been preserved well in the archaeological material of Finland and Estonia, and that differences between subsistence patterns, as well as evidence of cultivation and wild plant gathering, can be discovered using starch analysis. By collecting large sample sets and addressing the three most important issues – preventing contamination, collecting adequate references and understanding taphonomic processes – starch analysis can substantially contribute to research on ancient subsistence in Finland and Estonia.