Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China

Zheng, Anqi (2012) Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Over the last decade, electronic commerce has become one of the fastest growing markets in China and it is still growing at a dramatic speed. E-commerce introduces a convenient way for consumers to do shopping. During the online transaction processes, different types of risks are perceived by consumers due to the uncontrollable aspects of the Internet. The facets of perceived risk include social risk, financial risk, performance risk, psychological risk, privacy risk and time risk. This research examines the factors influencing consumer’s risk perception of online transactions, with a focus on trust, novelty and dread. The research model is the psychometric paradigm.

Data from this study was collected through an online survey website. Sample was selected by non probability sampling method. The research has found that online vendor’s reputation, service quality, website’s usability and security are negatively related to consumer’s perceived risk, among which the most critical factor is reputation. These factors influence different facets of perceived risk respectively. In the future, both sellers’ efforts in building trust with consumers and advanced technologies are supposed to reduce consumer’s perceived risk in e-commerce transactions.

Key words: perceived risk, e-commerce, trust, psychometric paradigm

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 20 Jan 2015 13:37
Last Modified: 25 Oct 2016 12:20
URI: http://eprints.nottingham.ac.uk/id/eprint/25440

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