Easwar A. Nyshadham

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This research studied online risk perceptions under the well known psychometric paradigm. We developed a taxonomy of risks appropriate for e-commerce along with variables to characterize risks and understand risk perceptions. A pilot study with 153 subjects was used to collect data on which factor analysis was conducted to identify online risk dimensions(More)
The ecommerce environment is fairly new, and several risks associated with it are novel to consumers. Consequently, e-consumers may not have developed an appropriate mental picture (i.e., a schema or a perceptual map) of these risks. For example, identity theft, a serious risk that became prominent after ecommerce has become popular, is still not well(More)
When the precise risk probability or consequence is not known, as is the case with many online security risks, it is not clear how people judge and respond to such risks. In this research, we study the impact of ecommerce consumers’ knowledge of online security risks on their risk evaluation and purchase intentions. Based on research in the decision theory(More)
The ecommerce environment is relatively new, and several risks associated with ecommerce are novel to consumers. While there is some published work which tries to relate how risk perceptions affect purchase behavior, virtually no research addresses risk per se – that is, how do consumers judge perceived risk in online environments. In this research, we use(More)