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- Title
CONCEPTUALIZATION AND MEASUREMENT OF PERCEIVED RISK IN ONLINE SHOPPING.
- Authors
Hassan, Ahmad M.; Kunz, Michelle B.; Pearson, Allison W.; Mohamed, Fatma A.
- Abstract
There has been growing interest in the business value of electronic commerce, but little research has addressed the underlying motives and cognitive factors that influence consumer intention to adopting this medium. This paper attempts to fill this void by examining one of the predicators of online shopping, risk perception. Accordingly, the purpose of this article is to describe the development and validation of a reliable, unidimensional, and valid scale to measure the perceived risk in online shopping. This scale is domain specific, and will provide maximum usefulness to electronic marketers.
- Subjects
ELECTRONIC commerce; CONSUMERS; MARKETING; SHOPPING; RISK perception
- Publication
Marketing Management Journal, 2006, Vol 16, Issue 1, p138
- ISSN
1534-973X
- Publication type
Article