Revisiting Perceived Risk in the Context of Online Shopping: An Alternative Perspective of Decision-Making Styles
Article first published online: 11 APR 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 5, pages 378–400, May 2012
How to Cite
Chang, M.-L. and Wu, W.-Y. (2012), Revisiting Perceived Risk in the Context of Online Shopping: An Alternative Perspective of Decision-Making Styles. Psychol. Mark., 29: 378–400. doi: 10.1002/mar.20528
- Issue published online: 11 APR 2012
- Article first published online: 11 APR 2012
This study attempts to elaborate the consequences of perceived risk by taking the moderating effects of decision-making style (i.e., involvement vs. heuristics) into account in the context of online shopping. The integrated model is tested repeatedly in diverse purchasing situations with different Web presentation styles and product categories. The findings indicate that perceived risk toward the Web site/product influences purchasing intention through cognition- and affect-based attitudes. Moreover, the moderating effects of decision-making style on the relationship between perceived risk and its consequences are conditional. Since perceived risk appears very crucial for promoting online shopping, the results of this study may provide an influential reference for academicians and practitioners when considering the role of perceived risk in Web site marketing. © 2012 Wiley Periodicals, Inc.