Consumers’ perceived risk: sources versus consequences

This study proposes a new classification of consumers' perceived risk based on sources, highlighting the importance of identifying the sources of consumer's risk perceptions in addition to the consequences dimensions.

Abstract

In this study, we examine an important factor that affects consumers' acceptance of business-to-commerce (B2C) electronic commerce—perceived risk. The objective of this paper is to examine the definition of perceived risk in the context of B2C electronic commerce. The paper highlights the importance of perceived risk and the interwoven relation between perceived risk and trust. It discusses the problem of defining perceived risk in prior B2C research. This study proposes a new classification of consumers' perceived risk based on sources. It highlights the importance of identifying the sources of consumer's risk perceptions in addition to the consequences dimensions. Two focus group discussion sessions were conducted to verify the proposed classification. Results indicate that Internet consumers perceive three sources of risk in B2C electronic commerce: technology, vendor, and product.