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A Cross‐National Study Of Perceived Consumer Risk Towards Online (Internet) Purchasing

Linda C. Ueltschy (Bowling Green State University)
Robert F. Krampf (Kent State University)
Peter Yannopoulos (Brock University)

Multinational Business Review

ISSN: 1525-383X

Article publication date: 17 June 2004



Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.



Ueltschy, L.C., Krampf, R.F. and Yannopoulos, P. (2004), "A Cross‐National Study Of Perceived Consumer Risk Towards Online (Internet) Purchasing", Multinational Business Review, Vol. 12 No. 2, pp. 59-82.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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