Analysis of the risk relieving factors for Chinese online shopping behavior

@inproceedings{Li2010AnalysisOT,
  title={Analysis of the risk relieving factors for Chinese online shopping behavior},
  author={Baoling Li and Qi Li},
  booktitle={ICEC '10},
  year={2010}
}
The paper has conducted an empirical study on the risk relieving factors for Chinese shopping behavior and the utility of risk relievers in Internet shopping. The outcome shows that Chinese consumers have their own preferences in choosing risk-reduction strategy. According to the utility scores of 16 risk relievers, we find that Chinese consumers prefer… CONTINUE READING