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

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