Wu Yanmin
Xi`an University of Technology, Xi`an, China
ABSTRACT
Consumer to Consumer (C-to-C) internet commerce has enjoyed a stead expansion across the globe and it is a familiar mode of shopping for many consumers. Due to anonymity, C-to-C commerce is acknowledged more perilous than any other forms of E-commerce. Perceived risk is a prerequisite for successful business because consumers are hesitant to make purchases if they perceive a higher danger. The study is aimed to explore the relationship between perceived risk and making purchase and factors that lead to perceives risk for the sake of providing theoretic and practical bases for devising a set of flexible policies to stimulate successful C-to-C exchange. The study presents an overview of literature concerning perceived risk, whereby to model the stipulated variables and propose hypothesis. This study conducts an empirical analysis by using data obtained from the experiments which realistically simulate the C-to-C business landscape. The study finds that perceived risk by a buyer is influenced by net income, product type and price, retailer reputation, buyer risk preference and experience being deceived. More importantly, the study discovers that perceived risk exerts a strong clout on online purchase and adoption of a third payment seal. This needs to be considered by E-retailers in time of making online business strategies. This study concludes with pointing out limitations and future research.
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How to cite this article
Wu Yanmin, 2013. A Study of Factors Concerning Perceived Risk in C-to-C Commerce. Information Technology Journal, 12: 6115-6122.
DOI: 10.3923/itj.2013.6115.6122
URL: https://scialert.net/abstract/?doi=itj.2013.6115.6122
DOI: 10.3923/itj.2013.6115.6122
URL: https://scialert.net/abstract/?doi=itj.2013.6115.6122
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