Empirical research on the dimensions of consumer's perceived risk in the overall process of B2C

摘要

The dimension structure of consumers' perceived risk (CPR) for the overall process of B2C E-Commerce was empirical researched in this paper. Based on a thorough review of prior researches and interviews with experienced customers, the basic CPR elements for the overall process of B2C E-Commerce were explored. Then, a formal measure was developed after a pilot survey and preliminary statistics, and the data were collected through some formal surveys. 32 items were used to test the risks in the phases of the overall process of B2C and 388 respondents were surveyed by the questionnaire. Finally, eight risk common factors were explored through exploratory factor analysis, in which only 30 items were kept in. Eight dimensions of consumers' perceived risk were ascertained by confirmatory factor analysis, i.e. perceived health risk, perceived quality risk, perceived privacy risk, perceived economic risk, perceived time risk, perceived social risk, perceived delivery risk and perceived after-sale risk. The cumulative variance rate is 88.627%, ail the Cronbach's α of the eight constructs are greater than 0.8, and the construct validities are acceptable.