Individual Trust and Consumer Risk Perception

@article{ChoKim2011IndividualTA,
  title={Individual Trust and Consumer Risk Perception},
  author={Byung Cho Kim and Lara Khansa and Tabitha L. James},
  journal={Journal of Information Privacy and Security},
  year={2011},
  volume={7},
  pages={22 - 3}
}
Abstract This paper examines the relationship between trust and risk perceptions of online activities. Specifically, we study the impact of an individual’s trust of other people on the severity and certainty of risk, which in turn influence an individual’s risk perception. We administer a 23-item survey to 386 participants at a large southeastern university, and test our model using structural equation modeling. We find evidence that supports the proposed relationship, implying that perceived… 
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