Typology of Consumers' Risk Perceptions in Online Shopping: An Empirical Approach Based on the Questionnaire Data

The consumers' risk perceptions in online shopping were studied using the questionnaire data from which five factors including psychological risk, performance risk, social risk, time risk and financial risk were extracted. And the consumers in the sample were classified to five types, i.e., the fashionable, the individualistic, the henchman, the busy-man and the moneygrubber, based on the differences of the five factors' scores by cluster analysis. In the end, the differentiating marketing strategies for the online shop to allure consumers were discussed corresponding to the different types of consumers respectively.