Abstract
This study aims to increase knowledge of consumer-perceived risk (CPR) and ways of relieving perceived risk in online shopping. A factorial design was used for investigating differences in CPR arid risk-reduction strategies (RRS) by e-tailer (single and multi-channel) and product type (music CDs and apparel). Using multiple regression analysis, the effects of consumer factors on CPR and the effects of convenience and CPR on RRS were identified. Results indicate that e-tailer type has a significant influence on CPR. Innovativeness and frequency of online shopping were inversely related to CPR. Convenience and CPR are positively associated with RRS. Managerial implications are provided.
| Original language | English |
|---|---|
| Pages (from-to) | 5-28 |
| Number of pages | 24 |
| Journal | Journal of Marketing Channels |
| Volume | 13 |
| Issue number | 3 |
| DOIs | |
| State | Published - 25 Apr 2006 |
| Externally published | Yes |
Keywords
- Consumer risk
- Electronic commerce
- Online shopping