Research on Consumer’s Facets of Perceived Risk in Sale Website Platform Buying
- Yao Cai, Yi Yang
- Corresponding Author
- Yao Cai
Available Online August 2016.
- https://doi.org/10.2991/icassr-15.2016.162How to use a DOI?
- Perceived risk. The facet of perceived risk. Sale website platform.
- For the study of consumer’s perceived risk in sale website platform buying, the perceived risks of consumers in general e-commerce environment were summarized by literature analysis. And special risks of consumers in sale website platform buying was discovered by interviews with e-commerce experts and sale website platform’s members with high degree. The two kinds of risks mentioned above formed the initial items of consumer's perceived risk in sale website platform buying. Through data collection and factor analysis, four perceived risk facets are concluded: Comprehensive service risk, risk of the authenticity of sales products, social risk and financial risk.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yao Cai AU - Yi Yang PY - 2016/08 DA - 2016/08 TI - Research on Consumer’s Facets of Perceived Risk in Sale Website Platform Buying BT - 3d International Conference on Applied Social Science Research (ICASSR 2015) PB - Atlantis Press UR - https://doi.org/10.2991/icassr-15.2016.162 DO - https://doi.org/10.2991/icassr-15.2016.162 ID - Cai2016/08 ER -