Cross-Cultural Differences in Perceived Risk of Online Shopping

Hanjun Ko, Sung Wook Shim, Joo Young Kim and Jaemin Jung

This study investigates the perceived risk that has been considered as influencing the consumer purchase decision process during online shopping.
  

Cross-Cultural Differences In Perceived Risk Of Online Shopping

Hanjun Ko Kookmin UniversityJaemin Jung University of West FloridaJooYoung Kim Iowa State UniversitySung Wook Shim Hanyang University  

Introduction

 

There is little doubt that, in a considerably short period of time, the Internet has grown enormously in both its applications and number of users. The Internet's great degree of adaptation, coupled with its relatively unique characteristics of interactivity and personalization, increases the chances of innovative business strategies. One revolutionary change brought forth by the Internet - online shopping - has...

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