Dimensions of Consumer's Perceived Risk in Online Shopping

Naiyi Ye

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Privacy, Security, and Data Protection

Abstract

Perceived risk is an important concept in consumer behavior in online shopping. It impedes the adopting online shopping. A structure model with seven factors of consumer's perceived risk in online shopping is developed in this paper. The results have the descriptive power about Chinese consumers' perceived risk in Internet shopping and provide framework for managerial use in China's e-commerce market environment.

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References

1960Consumer Behavior as Risk Taking 1996Consumer Reactions to Electronic Shopping on the World Wide Web 2003Consumer patronage and risk perceptions in Internet shopping 1976An Investigation of Perceived Risk at the Brand Level 1974Components of perceived risk in product purchase: A cross-validation.1967The Major Dimensions of Perceived Risk 2003Consumers’ perceived risk: sources versus consequences 1970Perceived Risk in Mail-Order and Retail Store Buying

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2023Antecedents of trustworthiness of social commerce platforms: A case of rural communities using multi group SEM & MCDM methods 2014Internet users’ attitudes toward business-to-consumer online shopping 2015The Impact of Perceived Risks and Perceived Benefits to Improve an Online Intention among Generation-Y in Malaysia 2020Refining e-shoppers’ perceived risks: Development and validation of new measurement scale 2018A holistic understanding of the prospects of financial loss to enhance shopper's trust to search, recommend, speak positive and frequently visit an online shop

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