Risk perception and e‐shopping: a cross‐cultural study

Abstract

The purpose of this study is to examine first, whether there are differences in risk perception between the USA and Korea, second, whether there are differences in risk perception between apparel purchasers and non‐apparel purchasers across countries, third whether there are differences in the effect of risk factors on purchasing intention between the USA and Korea, and, fourth, whether there are differences in the effect of risk factors on purchasing intention between apparel purchasers and non‐apparel purchasers across countries. The findings suggest that there were differences in consumers’ risk perception between apparel and non‐apparel purchasers across countries. In addition, there are similarities and differences in the relationships between risk perception and purchase intention across countries.