Research on Consumer’s Facets of Perceived Risk in Sale Website Platform Buying

DOI

10.2991/icassr-15.2016.162How to use a DOI?

Keywords

Perceived risk. The facet of perceived risk. Sale website platform.

Abstract

For the study of consumer’s perceived risk in sale website platform buying, the perceived risks of consumers in general e-commerce environment were summarized by literature analysis. And special risks of consumers in sale website platform buying was discovered by interviews with e-commerce experts and sale website platform’s members with high degree. The two kinds of risks mentioned above formed the initial items of consumer's perceived risk in sale website platform buying. Through data collection and factor analysis, four perceived risk facets are concluded: Comprehensive service risk, risk of the authenticity of sales products, social risk and financial risk.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yao Cai
AU  - Yi Yang
PY  - 2016/08
DA  - 2016/08
TI  - Research on Consumer’s Facets of Perceived Risk in Sale Website Platform Buying
BT  - Proceedings of the 3d International Conference on Applied Social Science Research
PB  - Atlantis Press
SP  - 581
EP  - 584
SN  - 1951-6851
UR  - https://doi.org/10.2991/icassr-15.2016.162
DO  - 10.2991/icassr-15.2016.162
ID  - Cai2016/08
ER  -