Refining e-shoppers’ perceived risks: Development and validation of new measurement scale

Shahid Bashir, Muddasar Ghani Khwaja, Asif Mahmood, Jamshid Ali Turi and Khawaja Fawad Latif

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Due to the rapid expansion of perceived e-shopping risks, and highly isolated and inconsistent presentation of literature about this concept, understanding e-shopper's behavior has become more difficult. In this regard, this study brings together different views, evidences and facts about perceived e-shopping risks from both scholars and practitioners of South-East Asian and Western countries. It then interprets the information in the form of a new scale which offers more adequacy, assemblage and uniformity than the existing models of perceived risks of e-shoppers. The new scale of construct has 11 dimensions comprising a pool of 38 items, which has been empirically validated through the data collected from 537 Malaysian e-shoppers. The dimensions are: high price risk, deception risk, transaction failure risk, dissimilar product risk, incapable service risk, illegitimate product risk, isolation risk, unease risk, displeasure risk, prior-purchase time delays risk, and post-purchase time delays risk. The theoretical and managerial implications and research limitations have also been discussed.

Keywords: Perceived e-shopping risks; E-business; E-shopping; Consumer behavior; Scale development (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312935

DOI: 10.1016/j.jretconser.2020.102285

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