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The Perceived Risks of Online Shopping in Taiwan

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Abstract:

Perceived risks are explored in relation to Internet shopping with a sample of 222 people from Taiwan who had used online shopping sites. Findings have differed as to the perceived risks of online shopping websites. The aim in this study was to examine convenience, financial, performance, physical, physiological, social, and time risks, when considering shopping on Internet sites. The research model was tested using the partial least squares approach. The results show the perceived risk factors that have the greatest effect on the attitude toward online shopping in Taiwan are convenience, physical, performance, and social factors.

Keywords: INTERNET; ONLINE SHOPPING; PERCEIVED RISK; TAIWAN

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2011.39.2.275

Publication date: March 1, 2011

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