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1、JournalofBusinessResearch56(2003)867–875ConsumerpatronageandriskperceptionsinInternetshoppingSandraM.Forsythe*,BoShiAuburnUniversity,308SpidleHall,Auburn,AL36849,USAAbstractInternetshoppinghasbecomethefastest-growinguseoftheInternet;mostonlineconsumers,however,useinfor
2、mationgatheredonlinetomakepurchasesoff-line.Anumberofauthorshaveattributedconsumers’reluctancetopurchaseonlinetoapparentbarriers;however,suchbarriershavenotbeenexaminedwithinatheoreticalcontext.ThisstudyexaminedthenatureofperceivedrisksassociatedwithInternetshoppingand
3、therelationshipbetweentypesofriskperceivedbyInternetshoppersandtheironlinepatronagebehaviorswithinaperceivedrisktheoreticalframework.TheresearchexaminedfourtypesofperceivedriskthatwereofconcerntoInternetshoppersandbrowsers—financial,productperformance,psychological,and
4、time/conveniencelossrisk,therelationshipbetweenthetypesofriskperceivedandselecteddemographics,andtheeffectofperceivedrisksonInternetpatronagebehaviors.Findingssuggestthatperceivedriskisausefulcontexttoexplainbarrierstoonlineshopping.AmodelforexaminingInternetpatronageb
5、ehaviorfromaperceivedriskframeworkisproposed;managementimplicationsandpropositionsforfutureresearcharealsopresented.D2002ElsevierScienceInc.Allrightsreserved.Keywords:Perceivedrisk;Internetshopping;Onlinepatronagebehavior1.Introductionthesebarriersandtheirpotentialimpa
6、ctonconsumers’onlinepatronagebehaviorareunclear.TherapiddiffusionoftheInternetasacommercialMuchoftheexistingliteraturehasfocusedonthemediumhasbeenwidelydocumented(HoffmanandNovak,advantagesanddisadvantagesofInternetmarketing(e.g.,1996;JonesandBiasiotto,1999;Radosevicha
7、ndTweney,Pallab,1996).Industryandacademicstudieshaveinves-1999).Shoppinghasbecomethefastest-growinguseofthetigatedInternetusersandshoppers(Henrichs,1995;MehtaInternet,withabout53%ofInternetusersreportingshoppingandSivadas,1995;DonthuandGarcia,1999).Stillotherasaprimary
8、useoftheWeb(GVU’sWWW9thUserSurveys,researchhasaddressedconsumers’concernsoverprivacy1998).Internet-generatedrevenueis
