Influences on the perceived risk of purchasing online

Title: Influences on the perceived risk of purchasing online
Creator: Pires, Guilherme; Stanton, John; Eckford, Andrew
Relation: Journal of Consumer Behaviour Vol. 4, Issue 2, p. 118-131
Publisher Link: http://dx.doi.org/10.1002/cb.163
Publisher: Henry Stewart Publications
Resource Type: journal article
Date: 2004
Description: This paper examines whether the perceived risk of online purchasing by consumers varies with the frequency of previous purchases, satisfaction with previous purchase experiences, the good/service orientation of an intended purchase and the level of purchase decision involvement required. No association was found between the frequency of online purchasing and perceived risk, although satisfaction with prior internet purchases was negatively associated with the perceived risk of intended purchases, but only for low involvement products. Differences in perceived risk were associated with whether the intended purchase was a good or service and whether it was a high or low-involvement product. Analysis of consumer perceived risks, disaggregated by type of risk and purchase situation, provides insight into impediments that may hinder the expansion of consumer purchasing using the internet.
Subject: consumer behaviour; perceived risk; internet purchasing; consumer satisfaction
Identifier: http://hdl.handle.net/1959.13/803571
Identifier: uon:6434
Identifier: ISSN:1472-0817
Language: eng
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