Measuring Internet Product Purchase Risk

Desire to purchase online is influenced by perceptions of risk. In this study a scale was developed to measure Internet product purchase risk (IPPR), a two-dimensional construct shaped by concerns of transaction security and confidence in ability to make an evaluative judgment. In the course of development, IPPR is shown to have a quadratic relationship with experience purchasing a product category from the Internet. IPPR is also shown to moderate a trust-purchase incompatibility tendency, with risk averse participants trusting a different seller than the one they preferred to purchase from.


Brent Coker (2009) ,"Measuring Internet Product Purchase Risk", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 668-669.


Brent Coker, Melbourne University, Australia


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Predicting memory-based consumer choices from recall and preferences

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA

Read More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More


Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.