Refining e-shoppers’ perceived risks: Development and validation of new measurement scale

Bashir, Shahid; Khwaja, Muddasar Ghani; Mahmood, Asif; Ali Turi, Jamshid; Fawad Latif, Khawaja

Abstract

Due to the rapid expansion of perceived e-shopping risks, and highly isolated and inconsistent presentation of literature about this concept, understanding e-shopper's behavior has become more difficult. In this regard, this study brings together different views, evidences and facts about perceived e-shopping risks from both scholars and practitioners of South-East Asian and Western countries. It then interprets the information in the form of a new scale which offers more adequacy, assemblage and uniformity than the existing models of perceived risks of e-shoppers. The new scale of construct has 11 dimensions comprising a pool of 38 items, which has been empirically validated through the data collected from 537 Malaysian e-shoppers. The dimensions are: high price risk, deception risk, transaction failure risk, dissimilar product risk, incapable service risk, illegitimate product risk, isolation risk, unease risk, displeasure risk, prior-purchase time delays risk, and post-purchase time delays risk. The theoretical and managerial implications and research limitations have also been discussed.

Citation

Bashir, S., Khwaja, M. G., Mahmood, A., Ali Turi, J., & Fawad Latif, K. (2021). Refining e-shoppers’ perceived risks: Development and validation of new measurement scale. Journal of Retailing and Consumer Services, 58, Article 102285. https://doi.org/10.1016/j.jretconser.2020.102285

• Journal Article Type: Article
• Acceptance Date: Aug 13, 2020
• Publication Date: 2021
• Deposit Date: Jan 13, 2025
• Journal: Journal of Retailing and Consumer Services
• Print ISSN: 0969-6989
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 58
• Article Number: 102285
• ISBN: 09696989
• DOI: https://doi.org/10.1016/j.jretconser.2020.102285
• Keywords: Perceived e-shopping risks; E-business; E-shopping; Consumer behavior; Scale development
• Public URL: https://keele-repository.worktribe.com/output/1018000
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S0969698920312935?via%3Dihub