Keywords
perceived risk, e-commerce, consumers
Document Type
Proceedings Abstract
Included in
Accounting Commons, Business Administration, Management, and Operations Commons, Corporate Finance Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Finance and Financial Management Commons, Marketing Commons, Sales and Merchandising Commons, Strategic Management Policy Commons, Technology and Innovation Commons
Perceived Risk Reduction In E-commerce Environments
During the past three decades, the growth of e-commerce has presented marketers with many new arenas for research and application. Certainly e-commerce has become a significant portion of the world economy and in particular the consumer sector. As previous literature has consistently considered perceived risk as a major factor consumer purchase decisions, this research identifies several major components of consumer perceived risk (PR) and their normative implications in the e-commerce environment