Although electronic commerce (e-commerce) is expanding, online sales account for only a small percentage of the total retail sales. Perceived risk is one of the factors affecting online consumers’ purchasing intentions. Reduction of online consumers’ risk perceptions is critical in order to attract new customers and retain existing ones. Therefore, understanding of online consumers’ risk perceptions and attitudes is desperately needed. This research initiative will utilize the psychometric paradigm to study online consumers’ risk perceptions and reveal a “cognitive map” of their attitudes and perceptions to online risks that will aid researchers to understand and predict consumers’ responses to risks posed by online hazards and activities. The goal of this research is to uncover a cognitive map of people’s attitudes and perceptions related to online risks.
Gabriel, Isaac J., "Towards Understanding Risk Perceptions of Online Consumers" (2007). SAIS 2007 Proceedings. 39.