The Sequential Effects of Site and Customer Characteristics of Internet Shopping Malls on Perceived Risks and Purchase Intention 


Vol. 14,  No. 4, pp. 405-418, Jun.  2007
10.3745/KIPSTD.2007.14.4.405


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  Abstract

The purpose of this study is to examine the effects of the site characteristics and the customer characteristics of Internet shopping malls on perceived risk and purchase intention. In order to fulfill this objective, we employ the survey methodology to gain data and analyze them using a structural equation model. The results of this study show that both the site characteristics and the customer characteristics of Internet shopping malls did not have a direct effect on purchase intention. Instead, perceived risk has effects on purchase intention. This implies that perceived risk is playing an important role in e-commerce.

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[IEEE Style]

S. R. Jeong, Y. S. Kang, C. Y. Lee, "The Sequential Effects of Site and Customer Characteristics of Internet Shopping Malls on Perceived Risks and Purchase Intention," The KIPS Transactions:PartD, vol. 14, no. 4, pp. 405-418, 2007. DOI: 10.3745/KIPSTD.2007.14.4.405.

[ACM Style]

Seung Ryul Jeong, Young Shin Kang, and Choon Yeul Lee. 2007. The Sequential Effects of Site and Customer Characteristics of Internet Shopping Malls on Perceived Risks and Purchase Intention. The KIPS Transactions:PartD, 14, 4, (2007), 405-418. DOI: 10.3745/KIPSTD.2007.14.4.405.