Dimensions of Perceived Risk and Their Influence on Consumers’ Purchasing Behavior in the Overall Process of B2C

The influence of perceived risk on customers’ purchasing behavior still plays an important role in the overall process of business to customer(B2C) E-commerce, though the extent to which it does so varies according to the characteristics of consumers. In this study, perceived risk dimensions affecting customers’ purchasing behavior and their structural relationships were investigated through a customer survey and statistical analysis using the methods of confirmatory factor analysis and structural equation model. The result shows that the five independent dimensions, perceived health risk, perceived quality risk, perceived time risk, perceived delivery risk and perceived after-sale risk affect significantly customers’ purchasing behavior, while perceived privacy risk, perceived social risk and perceived economic risk are the less relevant factors.

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