The influence of perceived risks to online purchasing decision of people in Hochiminh City
Main Article Content
Abstract
This study measures the influence of perceived risks to online purchasing decision of people in Hochiminh city (HCMC). The suggested research model is based on the studies of Yan và Dai (2009), Bhatnagar and Ghose (2004), McCorkle (1990) and tested by double regression analysis method. The data are surveyed with 358 people who have frequently purchased online in HCMC. The result of the research has identified the elements of perceived risks impacting on online purchasing decision of poeple in HCMC and they are ranked in descending order in terms of the importance: (1) product perceived risk; (2) perceived risk of fraud from retailers; (3) financial perceived risk; (4) privacy and security perceived risk.
Article Details
Keywords
Perceived risk, impact of perceived risk, online purchasing decision
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