Factors of Perceived Risk Affecting Online Purchase Decisions of Consumers

Although electronic commerce (e-commerce) is expanding, online sales account for only a small percentage of the total retail sales. Of the factors that affect online consumers' purchasing intentions, one is perceived risk. Therefore, in order to minimize it, understanding of online consumers' risk perceptions and attitudes is needed. It is difficult to understand and predict people's reactions to risk posed by online hazards. Therefore, this research initiative studies online risk perceptions of consumers through literature survey.