Cross-Cultural Differences in Perceived Risk of Online Shopping
- Title
- Cross-Cultural Differences in Perceived Risk of Online Shopping
- Author
- 심성욱
- Issue Date
- 2004-04
- Publisher
- American Academy of Advertising
- Citation
- Journal of Interactive Advertising, v. 4, No. 2, Page. 20-29
- Abstract
- This study investigates the perceived risk that has been considered as influencing
the consumer purchase decision process during online shopping. For the purpose of
this study, perceived risk is defined as the potential for loss in pursuing
a desired outcome from online shopping. Specifically, this research investigates
the differences in perceived risk between online shoppers and non-online shoppers,
as well as online shoppers` perceived risk relating to two culturally different
countries (i.e., Korea and the United States). The results indicate that the
perceived risk is higher for non- (or less-experienced-) online shoppers than for
frequent online shoppers, and that both Korean and US Internet users have a similar
aggregated degree of perceived risk toward online shopping, though there are
significant relative differences in specific risk items
(i.e., social, financial, time, and psychological risk), which reflect
the existence of the cultural differences in response to the specific risk factors.
- URI
- https://www.tandfonline.com/doi/full/10.1080/15252019.2004.10722084?scroll=top&needAccess=truehttps://repository.hanyang.ac.kr/handle/20.500.11754/139367
- ISSN
- 1525‐2019
- DOI
- 10.1080/15252019.2004.10722084
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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