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    Perceived risk of online shopping: differences between the UK and China

    Sims, Julian and Xu, L. (2012) Perceived risk of online shopping: differences between the UK and China. In: 17th UK Academy of Information Systems Conference (UKAIS 2012), 27-28 Mar 2012, Oxford, UK.

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    Internet shopping is becoming the fastest-growing use of the Internet; however, some online consumers still take information gathered online to make purchases offline. A number of researchers attribute consumers’ reluctance to purchase online to perceived risk. This study investigates differences in perceived risk between online shoppers in the UK and China examining six types of perceived risk: financial, product performance, psychological, social, physical, and time risk. The results indicate that both British and Chinese Internet users have a similar aggregated degree of perceived risk. Findings also suggest that while cultural differences might significantly affect relative differences in three specific types of perceived risk, there is not as much variation as might be expected from Hofstede’s uncertainty avoidance dimension.


    Item Type: Conference or Workshop Item (Paper)
    School: School of Business, Economics & Informatics > Management
    Research Centres and Institutes: Birkbeck Knowledge Lab
    Depositing User: Administrator
    Date Deposited: 18 Mar 2013 13:04
    Last Modified: 02 Dec 2016 13:42


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