A comprehensive model of perceived risk of e-commerce transactions
Abstract
Perceived risk is an important construct in e-commerce research, but it has not been approached in a manner sufficiently systematic, comprehensive, or detailed to be understood along multiple dimensions instructive for information systems designers. This paper fills the gap by proposing a model of perceived risk based on a well-established marketing theory of risk. It identifies events that expose consumers to harm in e-commerce transactions and measures the dimensions of perceived risk with rigorously developed formative indicators that incorporate the almost unlimited range of unwanted events of potential concern to consumers. This risk construct is placed in a nomological network and tested through an on-line field study of 411 participants aggregated with structural equation modeling. Test results show that the construct e-commerce transaction perceived risk is an aggregate factor with three dimensions: risk of functionality inefficiency, risk of information misuse, and risk of failure to gain product benefit.
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Lots of empirical studies have utilized perceived risk as an important factor in e-commerce and identified its impact on loyalty, decision making and purchase intentions.
“Lots of empirical studies have utilized the perceived risk as an important factor in e-commerce and identified its impact on loyalty, decision making and purchase intentions [70-72].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [72]
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The Role of Artificial Intelligence in Sustaining the E-Commerce Ecosystem
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Consumer Piracy Risk: Conceptualization and Measurement in Music Sharing
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PURCHASE BEHAVIOR : ONLINE TOUR PACKAGE
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Predictors of Online Buying Behaviour
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An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
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- Authors
- Glover, S., & Benbasat, I.
- Affiliations
- Royal Roads University (CA)
- University of British Columbia (CA)
- ORCID
- Benbasat, Izak
- Venue
- International Journal of Electronic Commerce
- Publisher
- Informa UK Limited
- Published
- 2010-12
- Volume
- 15
- Issue
- 2
- Pages
- 47-78
- ISSN
- 1086-4415 (ISSN-L)
- 1557-9301
- OpenAlex
- W1972903596
- Cited by
- 196
- References
- 65
- Citations by year
- 2026: 7 · 2025: 7 · 2024: 17 · 2023: 20 · 2022: 17 · 2021: 15 · 2020: 14 · 2019: 12 · 2018: 13 · 2017: 11 · 2016: 10 · 2015: 17 · 2014: 10 · 2013: 13 · 2012: 9
- FWCI
- 18.46
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Electronic Commerce (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- risk perception, e-commerce transactions, consumer risk perception, risk dimensions, formative indicators, nomological network, consumer harm
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