Abstract Perceived risk is an important concept in consumer behavior in online shopping. It impedes the adopting online shopping. A structure model with seven factors of consumer's perceived risk in online shopping is developed in this paper. The results have the descriptive power about Chinese consumers' perceived risk in Internet shopping and provide framework for managerial use in China's e-commerce market environment.
Received: 18 June 2004
About author:: YE Naiyi research interests include: electronic commerce; marketing; consumer behavior