2012•Unpublished venueRequires access

The Establishment of Perceived Risk and Trust in E-commerce

Lu Ye

Abstract

Perceived risk becomes more and more important in e-commerce when we explain the consumer's behaviors. Based on studying element and source of perceived risk that affected risk perceived during consumer's online shopping, this article firstly included conception of perceived risk in online purchasing, perceived risk types, the performances and source, and then analyzed the relationships between trust of consumer perceived risk and intention to purchase. And it finally comes to design how to construct consumer's online shopping trust.

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Key concepts: Risk perception, Purchasing, E-commerce, Construct (python library), Element (criminal law), Consumer behaviour, Business, Marketing