Perceived risk and risk-reduction strategies in Internet shopping

This article focuses on the appearance of new kinds of risk and new risk-relievers in electronic buying situations. A qualitative study was conducted in order to identify risk dimensions and risk-relievers. The links between risk and risk-relievers were taken into account. A quantitative survey was also conducted in order to measure perceived risk level and risk-reliever utility, and to present a cluster analysis of consumer riskreduction behaviour based on risk-reliever utility scores.

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