The perceived risk in online shopping and consumer-related factors

This study explored consumers’ perceived risk in online situation through many combined qualitative and quantitative research methods such as in-depth interview and questionnaire survey by e-mail. Study 1 explores the impact of consumer-related variables on overall risk in online shopping context. Finding suggests that: Internet knowledge, Internet innovation, experience orientation, economic orientation and anxiety have prominent influences on perceived overall risk. Study 2 investigates the impact of risk dimensions on the relationship of consumer-related variables and overall risk. Results show that consumer-related variables influence overall risk through 7 risk dimensions and that different variables have different impacts onIUPsy