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Revisiting Perceived Risk in the Context of Online Shopping: An Alternative Perspective of Decision-Making Styles


Correspondence regarding this article should be sent to: Wann-Yih Wu, President, Chinese Culture University, Professor, National Cheng Kung University, No.1, University Road, Tainan City 701, Taiwan


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.