Perceived risk and risk-reduction strategies in Internet shopping

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Abstract:

This article focuses on the appearance of new kinds of risk and new risk-relievers in electronic buying situations. A qualitative study was conducted in order to identify risk dimensions and risk-relievers. The links between risk and risk-relievers were taken into account. A quantitative survey was also conducted in order to measure perceived risk level and risk-reliever utility, and to present a cluster analysis of consumer riskreduction behaviour based on risk-reliever utility scores.

Keywords: CLUSTER ANALYSIS; E-BUSINESS; INTERNET; PERCEIVED RISK; RISK-REDUCTION

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960210151162

Publication date: October 1, 2002

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