Demographic factors in assessing perceived risk in online shopping

  title={Demographic factors in assessing perceived risk in online shopping},
  author={Anthony Griffin and Dennis Viehland},
  booktitle={ICEC '11},
Research in online shopping was the focus of many studies as the age of electronic commerce began in the late 1990's. More recently, research in this area has declined, even as shopping on the Internet continues to increase and now dominates some product categories. This research offers a timely update on this literature by investigating online shopping from a perceived risk perspective. The results find that overall perceived risk is low with only some consumer concerns in psychological, time… CONTINUE READING

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