The role of perceived risk on purchase intention in internet shopping
by Iksuk Kim
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 1, No. 3, 2007

Abstract: The growth of internet marketing encourages marketing researchers to look at how traditional consumer behaviour theories and models apply in the internet context. The purpose of this study was to investigate the nature and scope of consumers' perceived risk in internet purchasing based on traditional consumer behaviour research methodologies. Using a national sample of internet purchasers in USA, the results of the study supported the generalisation that the relationship between risk and purchase that has been found in catalogue and in-store retailing also holds to internet retailing. Risk is detrimental to the internet purchase decision. Consumers perceive more convenience risk, monetary risk, functional risk, and physical risk than social risk or psychological risk in purchasing on the internet. Positive purchase experience that reduces perceived risk increases the probability of purchase on the internet.

Online publication date: Fri, 06-Apr-2007

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com