The effect of E-service category on consumers' perceived risk

Abstract

Whether consumers' risk perception differs or not when purchasing different services online? 115 participants were investigated to discover the differences in the lab experiment, and the results indicated that: a) Consumers perceived higher risk in buying professional services than mass services, interactive services, and supporting services online, while… (More)

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Cite this paper

@article{Deng2010TheEO, title={The effect of E-service category on consumers' perceived risk}, author={Xiaoyun Deng and Yiwen Chen and Jinjin Gao and Xiang Sun}, journal={2010 IEEE 2nd Symposium on Web Society}, year={2010}, pages={92-96} }