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

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Engineering Education and Management

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 111))

Abstract

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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Author information

Authors and Affiliations

  1. Harbin Institute of Technology Shenzhen Graduate School, Shenzhen, 518000, P.R. China

    Lingying Zhang

  2. College of Management, Shenzhen University, Shenzhen, 518060, P.R. China

    Lingying Zhang, Yingcong Xu & Genlue Tan

  3. Normal School, Shenzhen University, Shenzhen, 518060, P.R. China

    Wojie Tan

Authors
  1. Lingying Zhang
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  2. Wojie Tan
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  3. Yingcong Xu
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  4. Genlue Tan
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Corresponding author

Correspondence to Lingying Zhang .

Editor information

Editors and Affiliations

  1. , School of Mechanical and Manufacturing, University of New South Wales, Room 428, Mechanical Engineering Bld, Sydney, 2052, New South Wales, Australia

    Liangchi Zhang

  2. , School of Mechanical and Electrical Eng., Guangzhou University, Wai Huan Xi Road 230, Guangzhou, 510006, China, People's Republic

    Chunliang Zhang

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© 2012 Springer-Verlag Berlin Heidelberg

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Zhang, L., Tan, W., Xu, Y., Tan, G. (2012). Dimensions of Perceived Risk and Their Influence on Consumers’ Purchasing Behavior in the Overall Process of B2C. In: Zhang, L., Zhang, C. (eds) Engineering Education and Management. Lecture Notes in Electrical Engineering, vol 111. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24823-8_1

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  • DOI: https://doi.org/10.1007/978-3-642-24823-8_1

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  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-24822-1

  • Online ISBN: 978-3-642-24823-8

  • eBook Packages: EngineeringEngineering (R0)

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