Paper
Dimensions of Consumers’ Perceived Risk and Their Influences on Online Consumers’ Purchasing Behavior
- Authors:
- Lingying Zhang; Wojie Tan; Yingcong Xu; Genlue Tan
- Abstract
- Consumers’ perceived risk is an important factor that affects online consumers’ purchasing behavior. In this paper, the first empirical research was about the dimension structure of consumers’ perceived risk (CPR) for the overall process of B2C E-Commerce, and eight dimensions of consumers’ perceived risk were ascertained by confirmatory factor analysis, i.e. perceived health risk, perceived quality risk, perceived privacy risk, perceived economic risk, perceived time risk, perceived social risk, perceived delivery risk and perceived after-sale risk. Then, perceived risk dimensions affecting consumers’ purchasing behavior and their structural relationships were investigated through a consumer survey and statistical analysis using the methods of confirmatory factor analysis and structural equation model. The results of empirical testing demonstrate that there are five independent dimensions, perceived health risk, perceived quality risk, perceived time risk, perceived delivery risk and perceived after-sale risk which affect significantly online consumers’ purchasing behavior. The results also show that the other three dimensions, perceived privacy risk, perceived social risk and perceived economic risk are the less relevant factors.
- Keywords
- Risk Dimensions; Perceived Risk; Shopping Online; Consumers’ Purchasing Behavior; Overall Process of B2C
- StartPage
- 8
- EndPage
- 14
- Doi