By Topic

A Cognitive Map of People's Online Risk Perceptions and Attitudes: An Empirical Study

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

2 Author(s)
Isaac J. Gabriel ; Southeastern Univ., Washington ; Easwar Nyshadham

This research studied online risk perceptions under the well known psychometric paradigm. We developed a taxonomy of risks appropriate for e-commerce along with variables to characterize risks and understand risk perceptions. A pilot study with 153 subjects was used to collect data on which factor analysis was conducted to identify online risk dimensions and produce a factor space diagram. This diagram represents a "cognitive map" of people's online risk perceptions and attitudes. Results suggested that subjects distinguish risks using four dimensions: direness of consequences, ability to control or avoid risks, observability/immediacy of risk consequences, and unfamiliarity of risks. A larger study is underway based on the results of the pilot study. The findings of this research study help researchers to understand and predict people's reaction to risks posed by online hazards. In addition, this study attempted to transfer a proven and popular methodology of risk perception research, the psychometric paradigm, to a new domain, e-commerce. Moreover, this study added empirical data regarding online risk perceptions to the existing body of the relevant academic research.

Published in:

Hawaii International Conference on System Sciences, Proceedings of the 41st Annual

Date of Conference:

7-10 Jan. 2008