PRIS: A multiple-item scale for measuring perceived risk of Internet shopping

Abstract

The purpose of this study is to report the development of a scale to measure perceived risk associated with online shopping. This research identified a model of perceived risks consisting of four components: financial risk, product performance risk, time/convenience risk and privacy/security risk. Principal component analysis and confirmatory factor analyses were used, and convergent and discriminant validity were assessed in the scale development procedures to support the Perceived Risk of Internet Shopping (PRIS) scale as a reliable and valid instrument. Nomological net constructed for the validity of PRIS scale empirically supported the relationships among perceived risk, familiarity and knowledge of Internet and computer, Internet experience, prior remote shopping behavior, trust in-e-store, and domain-specific innovativeness. This PRIS scale will contribute to the investigation and understanding of the nature and consequences of perceived risk in the online shopping environment. It provides a reliable and well-validated scale to enable comparisons across future academic studies. The PRIS scale also offers opportunities for business practitioners to identify and remove perceived online shopping risks and better their consumers' experiences.

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