Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China
Over the last decade, electronic commerce has become one of the fastest growing markets in China and it is still growing at a dramatic speed. E-commerce introduces a convenient way for consumers to do shopping. During the online transaction processes, different types of risks are perceived by consum...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/25440/ |
| _version_ | 1848792980423442432 |
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| author | Zheng, Anqi |
| author_facet | Zheng, Anqi |
| author_sort | Zheng, Anqi |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Over the last decade, electronic commerce has become one of the fastest growing markets in China and it is still growing at a dramatic speed. E-commerce introduces a convenient way for consumers to do shopping. During the online transaction processes, different types of risks are perceived by consumers due to the uncontrollable aspects of the Internet. The facets of perceived risk include social risk, financial risk, performance risk, psychological risk, privacy risk and time risk. This research examines the factors influencing consumer’s risk perception of online transactions, with a focus on trust, novelty and dread. The research model is the psychometric paradigm.
Data from this study was collected through an online survey website. Sample was selected by non probability sampling method. The research has found that online vendor’s reputation, service quality, website’s usability and security are negatively related to consumer’s perceived risk, among which the most critical factor is reputation. These factors influence different facets of perceived risk respectively. In the future, both sellers’ efforts in building trust with consumers and advanced technologies are supposed to reduce consumer’s perceived risk in e-commerce transactions.
Key words: perceived risk, e-commerce, trust, psychometric paradigm |
| first_indexed | 2025-11-14T18:53:01Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-25440 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:53:01Z |
| publishDate | 2012 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-254402018-02-09T14:59:51Z https://eprints.nottingham.ac.uk/25440/ Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China Zheng, Anqi Over the last decade, electronic commerce has become one of the fastest growing markets in China and it is still growing at a dramatic speed. E-commerce introduces a convenient way for consumers to do shopping. During the online transaction processes, different types of risks are perceived by consumers due to the uncontrollable aspects of the Internet. The facets of perceived risk include social risk, financial risk, performance risk, psychological risk, privacy risk and time risk. This research examines the factors influencing consumer’s risk perception of online transactions, with a focus on trust, novelty and dread. The research model is the psychometric paradigm. Data from this study was collected through an online survey website. Sample was selected by non probability sampling method. The research has found that online vendor’s reputation, service quality, website’s usability and security are negatively related to consumer’s perceived risk, among which the most critical factor is reputation. These factors influence different facets of perceived risk respectively. In the future, both sellers’ efforts in building trust with consumers and advanced technologies are supposed to reduce consumer’s perceived risk in e-commerce transactions. Key words: perceived risk, e-commerce, trust, psychometric paradigm 2012-04-29 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/25440/1/DT-zaq.pdf Zheng, Anqi (2012) Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Zheng, Anqi Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title | Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title_full | Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title_fullStr | Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title_full_unstemmed | Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title_short | Factors Influencing Consumer-Perceived Risk in E-Commerce Transactions in China |
| title_sort | factors influencing consumer-perceived risk in e-commerce transactions in china |
| url | https://eprints.nottingham.ac.uk/25440/ |