Reducing Consumers´ Perceived Risk through Website Service Quality Cues in C2C E-Commerce Trading

Author

Min Sheng ; Tian Liu

Author_Institution

Sch. of Econ. & Manage., Tong Ji Univ., Shanghai, China

fYear

2009

fDate

20-22 Sept. 2009

Firstpage

1

Lastpage

4

Abstract

This paper focuses on reducing consumers´ perceived risk through Website service quality cues in C2C e-commerce trading. It reveals a negative correlation between consumers´ perceived risk and Website service quality in C2C E-commerce trading, and explores the internal composition of this relationship. Functional, physical, service, and psychological risks are found to be negatively affected mainly by reliability, guarantee, security, information integrality and communication of service quality. However, financial and functional risks are positive influenced by personalization cue of Website service quality simultaneously.

Keywords

Web sites; electronic commerce; security of data; C2C e-commerce trading; Website service quality; consumer perceived risk; guarantee; information integrality; reliability; security; service quality; Consumer behavior; Delay; Information security; Particle measurements; Privacy; Proposals; Psychology; Quality management; Risk management; Web page design;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science, 2009. MASS '09. International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-4638-4

Electronic_ISBN

978-1-4244-4639-1

Type

conf

DOI

10.1109/ICMSS.2009.5304918

Filename

5304918