Perceived Risk for Multiple Services in the Consumer Buying Cycle

  title={Perceived Risk for Multiple Services in the Consumer Buying Cycle},
  author={Lawrence F. Cunningham and James H. Gerlach and Michael D. Harper and Deborah L. Kellogg},
  journal={Int. J. Inf. Syst. Serv. Sect.},
This study compares consumer perceived risk between five e-service delivery systems and their traditional (non-Internet) counterparts over each stage of the buying cycle. Using a survey methodology, the authors find that in general consumers perceive e-services as riskier than traditional services. The difference in perceived risk, which the authors define as the Internet risk premium, is significant for each service and each stage of the buying cycle. There is a spike in perceived risk at the… 
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