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Title:
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CONSUMER RISK PERCEPTIONS IN CROSS-BORDER ONLINE SHOPPING: COMPARING FOUR COUNTRIES |
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Author(s):
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Minji Jung, Heesoon Yang, Jae-Eun Chung |
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ISBN:
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978-989-8533-84-5 |
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Editors:
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Piet Kommers, Tomayess Issa, Theodora Issa, Pedro Isaías and Wendy Hui |
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Year:
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2019 |
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Edition:
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Single |
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Keywords:
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Consumer-perceived Risks, Cross-Border Online Shopping, U.S., France, China, Vietnam |
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Type:
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Poster/Demonstration |
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First Page:
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182 |
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Last Page:
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184 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study compares levels of consumer-perceived risk in cross-border online shopping in four countriesthe U.S., France, China, and Vietnamand identifies demographic predictors of risk perception. Data were collected from 900 consumers living in these countries. The results suggest that Vietnamese consumers perceived the highest levels of risk. Chinese consumers perceived higher levels of psychological risk than did American and French consumers, while French consumers perceived the lowest levels of financial risk. Finally, young consumers and female consumers in the U.S., in addition to young consumers and high-income consumers in France, were identified as high-risk perceivers. Managerial implications are discussed based on these findings. |
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