Dimensions of Perceived Ecommerce Risks: An Empirical Study using the Psychometric Paradigm

摘要

The ecommerce environment is relatively new, and several risks associated with ecommerce are novel toconsumers. While there is some published work which tries to relate how risk perceptions affect purchasebehavior, virtually no research addresses risk per se - that is, how do consumers judge perceived risk inonline environments.In this research, we use the well-known psychometric paradigm to study perceived risk of consumers inecommerce. We develop a taxonomy of ecommerce risks relevant to business to consumer domain, aninstrument for data collection and identify multivariate statistical techniques for data analysis. The researchdesign allows us to uncover the basis of consumer's perceived risk judgments. We report results from apilot study and provide details on work-in-progress.