Understanding the link between consumer decision making style and perceived risk in online business

被引：2

作者：

Yu, Weiwei ^{[1
]}

Fu, Kunfeng ^{[1
]}

Cao, Gaofang ^{[1
]}

Li, Jihong ^{[1
]}

Xu, Bin ^{[2
]}

Hu, Xihou ^{[1
]}

机构：

[1] Binzhou Med Coll, Hlth Management Sch, Qingdao, Peoples R China

[2] Binzhou Med Coll, State Owned Assets Management off, Qingdao, Peoples R China

来源：

ADVANCED RESEARCH ON INDUSTRY, INFORMATION SYSTEMS AND MATERIAL ENGINEERING, PTS 1-7 | 2011年 / 204-210卷

关键词：

e-business; consumer decision making style; perceived risk; SEM; ACCEPTANCE; MODEL;

D O I：

10.4028/www.scientific.net/AMR.204-210.1082

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

online shopping is becoming more and more common in our daily lives. There are many studies in this field, in which perceived risk is proved to be a very important factor when people considering online business. But the relationship between perceived risk and consumer decision making style has not been studied yet. We use SEM to find out the link between perceived risk and consumer decision making style. As a result, we found fashion and brand style can reduce perceived risk, on the other hand perfect and customary style can increase perceived risk.

引用

页码：1082 / +

页数：2

共 9 条

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