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	Consumers' risk perception in B2C electronic commerce
	S. Y. Zhang; Y. W. Chen; E. P. Wang
	2004
会议日期	2004
会议地点	Beijing
页码	342-342
英文摘要	This article explores the risk perception in B2C (Business to Consumer) Electronic Commerce from consumers’ perspective. After in-depth interview of 32 participants and E-survey with 305 respondents, the factor structure of risk sources is proposed as the result of exploratory factor analysis and then tested by structural equation model. The impact of risk factors on consumers’ perceived overall risk is investigated. The results of three studies suggest that most of these core risks, such as risk of real guarantee, risk of buyer-seller interaction, risk of online transaction, risk of information searching, risk of autonomy, exist in the cyber-reality interface.
资助机构	IUPsyS
学科主题	广告与消费心理学
语种	英语
WOS记录号	WOS:000226118003120
内容类型	会议论文
源URL	[http://ir.psych.ac.cn/handle/311026/6224]
专题	心理研究所_中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 GB/T 7714	S. Y. Zhang,Y. W. Chen,E. P. Wang. Consumers' risk perception in B2C electronic commerce[C]. 见:. Beijing. 2004.

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