CONCEPTUALIZATION AND MEASUREMENT OF PERCEIVED RISK IN ONLINE SHOPPING

There has been growing interest in the business value of electronic commerce, but little research has addressed the underlying motives and cognitive factors that influence consumer intention to adopting this medium. This paper attempts to fill this void by examining one of the predicators of online...

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Bibliographic Details
Published in:Marketing management journal 2006-04, Vol.16 (1), p.138-147
Main Authors: Hassan, Ahmad M, Kunz, Michelle B, Pearson, Allison W, Mohamed, Fatma A
Format: Article
Language:English
Subjects:
Brand loyalty
Consumers
Electronic commerce
Internet
Marketing
Marketing management
Perceptions
Retail sales
Shopping
Social interaction
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Summary:There has been growing interest in the business value of electronic commerce, but little research has addressed the underlying motives and cognitive factors that influence consumer intention to adopting this medium. This paper attempts to fill this void by examining one of the predicators of online shopping, risk perception. Accordingly, the purpose of this article is to describe the development and validation of a reliable, unidimensional, and valid scale to measure the perceived risk in online shopping. This scale is domain specific, and will provide maximum usefulness to electronic marketers.
ISSN:1534-973X
2329-9762