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The effect of E-service category on consumers' perceived risk

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4 Author(s)
Xiaoyun Deng ; Inst. of Psychol., Chinese Acad. of Sci., Beijing, China ; Yiwen Chen ; Jinjin Gao ; Xiang Sun

Whether consumers' risk perception differs or not when purchasing different services online? 115 participants were investigated to discover the differences in the lab experiment, and the results indicated that: a) Consumers perceived higher risk in buying professional services than mass services, interactive services, and supporting services online, while the differences among the latter three services were not significant, b) The constructs of risk perception in different E-services differ: consumers perceived performance risk when purchasing mass services; financial risk and psychological risk were perceived in interactive services; when buying the supportive services, financial risk was perceived; financial risk, social risk and psychological risk were perceived in buying professional services online.

Published in:

Web Society (SWS), 2010 IEEE 2nd Symposium on

Date of Conference:

16-17 Aug. 2010