Dimensions of Consumer's Perceived Risk in Online Shopping

182Journal of Electronic Science and Technology of China Vol.2Our research has developed a structure model formeasuring consumer’s perceived risk in onlineshopping. The 24 variables are identified as measuresof consumer’s perceived risk. In the structure model,we find out seven factors as dimensions of theconsumer’s perceived risk in China’s Internet shoppingcontext. The factor one is e-store source risk, factortwo is delivery risk; the factor three is financial risk;the factor four is purchasing process and time loss risk;the factor five is product performance risk; the factorsix is privacy risk; and the factor seven is asymmetricinformation risk.Research draws attention to consumer’sperception of risk in Internet shopping and providesthe specifications about the dimensions of Chineseconsumer’s preserved risk in the online context. It maymotivate managers take account into consumer’sconcern and provide more chances for managers to useour findings for their managerial practice in ane-commerce market environment.AcknowledgementThis paper is supported by the National NaturalScience Foundation of China.References[1] Bauer R A. Consumer Behavior as Risk Taking. In D.F.Cox (ed.), Risk Taking and Information Handling inConsumer Behavior[M]. Cambridge: Harvard UniversityPress, 1960. 389-398[2] Cunningham S M. The Major Dimensions of PerceivedRisk. in Cox, D.F. (Ed.), Risk Taking and InformationHandling in Consumer Behavior[M]. Boston GraduateSchool of Business Administration, Harvard UniversityPress, 1967. 82-108[3] Peter J P, Rayan N J. An investigation of perceived risk atthe brand level[J]. Journal of Marketing Research, 1976,13:184-188[4] Kaplan L B, Jacoby J, Szybillo G. Components ofperceived risk in product purchase: a cross-validation[J].Journal of Applied Psychology, 1974, 59(3): 287-291[5] Fram E H, Grady D B. Internet shoppers: is there a surfergender gap[J]. Direct Marketing, 1997,59 (9): 46-50[6] Jarvenpaa S L, Todd P A. Consumer reactions to electronicshopping on the world wide web[J]. International Journalof Electronic Commerce, 1996, 1(2): 59-88[7] Nyshadham E A. Privacy policies of air travel web sites: asurvey and analysis[J]. Journal Air Transport Management,2000, 6: 143-152[8] McCorkle D E. The role of perceived risk in mail order–catalog shopping[J]. Journal of Direct Marketing, 1990, (4):26-35[9] Engel J F, Blackwell R D. Perceived risk in mail-order andretail store buying[J]. Journal of Marketing Research, 1970,7: 364-369[10] Nena L. Consumers’ perceived risk: sources versusconsequences[J]. Electronic Commerce Research andApplications, 2003, 2: 216-228[11] Sandra M, Shi F B. Consumer patronage and riskperceptions in Internet shopping[J]. Journal of BusinessResearch, 2003, 56(11): 867[12] Hair J F, Anderson R E, Tathan R L, et al. MultivariateData Analysis[M]. EngleWood Cliffs, NJ: Prentice Hall,1998[13] Banabanis G, Vassileiou S. Some attitudinal predictors ofhome shopping through the Internet[J]. Journal ofMarketing Management, 1999, (15): 361-385Brief Introduction to Author(s)YE Naiyi is an associate professor in School of Economicsand Management, Southwest Jiaotong University, China. Hiscurrent research interests include: electronic commerce,marketing, consumer behavior.