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Viewing report
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Consumer Perception of eCommerce Risks, U.S.A. versus
Nigeria. Edition No. 2
VDM Publishing House, March 2009, Pages: 200
Electronic Commerce (eCommerce) related risks are new to the
typical consumer, so, it was not yet known how
consumers judged the risks. Using the psychometric
paradigm, respondents were asked to judge the
riskiness of various risk objects in a pair-wise
fashion using a similarity/dissimilarity scale,
e.g., how dissimilar is Risk-object 1 to Risk-object
2 on a scale of 1 to 7? The collected data were
analyzed using a Multidimensional Scaling (MDS)
technique to infer the set of dimensions across
which respondents evaluate risks. The data
collection method and analysis aided in answering
two research questions: a) the dimensions consumers
use when they judge online risks, and, b) how risk
perceptions differ across customers from two
countries. The study found that consumers employ a
fine-grained schema to distinguish and group risks
in their minds, characterize risks with more than
two dimensions, and that none of the dimensions can
be interpreted as pure probability or pure value.
Analysis suggests that differences exist in how U.S.
and Nigerian subjects view online risks.
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