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Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business

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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.

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Periodical:

Advanced Materials Research (Volumes 204-210)

Pages:

1082-1085

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.204-210.1082

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Online since:

February 2011

Authors:

Wei Wei Yu, Kun Feng Fu, Gao Fang Cao, Ji Hong Li, Bin Xu, Xi Hou Hu

Keywords:

Consumer Decision Making Style, E-Business, Perceived Risk, Scanning Electron Microscope (SEM)

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© 2011 Trans Tech Publications Ltd. All Rights Reserved

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References

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