Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business
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.
Helen Zhang, Gang Shen and David Jin
W. W. Yu et al., "Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business", Advanced Materials Research, Vols. 204-210, pp. 1082-1085, 2011