Consumers' risk perception in B2C electronic commerce

PSYCH OpenIR > 中国科学院心理研究所回溯数据库(1956-2010)

	Consumers' risk perception in B2C electronic commerce
	S. Y. Zhang; Y. W. Chen; E. P. Wang
	2004
会议名称	会议论文
页码	342-342
会议日期	2004
会议地点	Beijing
摘要	This article explores the risk perception in B2C (Business to Consumer) Electronic Commerce from consumers’ perspective. After in-depth interview of 32 participants and E-survey with 305 respondents, the factor structure of risk sources is proposed as the result of exploratory factor analysis and then tested by structural equation model. The impact of risk factors on consumers’ perceived overall risk is investigated. The results of three studies suggest that most of these core risks, such as risk of real guarantee, risk of buyer-seller interaction, risk of online transaction, risk of information searching, risk of autonomy, exist in the cyber-reality interface.
会议主办者	IUPsyS
学科领域	广告与消费心理学
收录类别	SSCI
语种	英语
WOS记录号	WOS:000226118003120
引用统计
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/6223
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 GB/T 7714	S. Y. Zhang,Y. W. Chen,E. P. Wang. Consumers' risk perception in B2C electronic commerce[C],2004:342-342.