Paper Title:
Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business
  Abstract

online shopping is becoming more and more common in our daily lives. There are many studies in this field, in which perceived risk is proved to be a very important factor when people considering online business. But the relationship between perceived risk and consumer decision making style has not been studied yet. We use SEM to find out the link between perceived risk and consumer decision making style. As a result, we found fashion and brand style can reduce perceived risk, on the other hand perfect and customary style can increase perceived risk.

  Info
Periodical
Advanced Materials Research (Volumes 204-210)
Edited by
Helen Zhang, Gang Shen and David Jin
Pages
1082-1085
DOI
10.4028/www.scientific.net/AMR.204-210.1082
Citation
W. W. Yu, K. F. Fu, G. F. Cao, J. H. Li, B. Xu, X. H. Hu, "Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business", Advanced Materials Research, Vols. 204-210, pp. 1082-1085, 2011
Online since
February 2011
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Price
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Abstract:Taking the Theory of Planned Behavior and the Theory of Perceived Value as theoretical frameworks, this study analyzes what and how perceived...
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