B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk

Siqing Shan; Fan Hua; Qinqin Zeng

doi:10.1109/ICEE.2010.561

B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk

Siqing Shan^*
, Fan Hua
, Qinqin Zeng

^*Corresponding author for this work

School of Economics and Management

Beihang University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

5 Scopus citations

Abstract

This study to analyze the factors that influence consumers online purchasing behavior, we propose a consumer decision-making model which based on benefit and risk and evaluate the interaction between risk and benefit. We also consider some factors that influence consumers' perceived benefit and perceived risk such as a third-party payment platform, reputation, e-commerce experience, lower price, variety of product, convenience, and ease of use. The model is tested using data gathered from 146 participants. The data analysis is conducted using a structural equation modeling. The results obtained show that both perceived benefit and perceived risk have strong effects on the purchasing intention, but the effect of benefit on intention is stronger than the effect of risk on intention. Reputation, e-commerce experience and lower price have strong effects on consumers' perceived risk, while ecommerce experience, variety of product, convenience and ease of use have strong effects on consumers' perceived benefit.

Original language	English
Title of host publication	Proceedings of the International Conference on E-Business and E-Government, ICEE 2010
Pages	2222-2225
Number of pages	4
DOIs	https://doi.org/10.1109/ICEE.2010.561
State	Published - 2010
Event	1st International Conference on E-Business and E-Government, ICEE 2010 - Guangzhou, China Duration: 7 May 2010 → 9 May 2010

Publication series

Name	Proceedings of the International Conference on E-Business and E-Government, ICEE 2010

Conference

Conference	1st International Conference on E-Business and E-Government, ICEE 2010
Country/Territory	China
City	Guangzhou
Period	7/05/10 → 9/05/10

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

B2C e-commerce
Consumer behavior
Consumer decision-making model
Perceived benefit
Perceived risk

Access to Document

10.1109/ICEE.2010.561

Cite this

Shan, S., Hua, F., & Zeng, Q. (2010). B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk. In Proceedings of the International Conference on E-Business and E-Government, ICEE 2010 (pp. 2222-2225). Article 5592062 (Proceedings of the International Conference on E-Business and E-Government, ICEE 2010). https://doi.org/10.1109/ICEE.2010.561

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title = "B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk",

abstract = "This study to analyze the factors that influence consumers online purchasing behavior, we propose a consumer decision-making model which based on benefit and risk and evaluate the interaction between risk and benefit. We also consider some factors that influence consumers' perceived benefit and perceived risk such as a third-party payment platform, reputation, e-commerce experience, lower price, variety of product, convenience, and ease of use. The model is tested using data gathered from 146 participants. The data analysis is conducted using a structural equation modeling. The results obtained show that both perceived benefit and perceived risk have strong effects on the purchasing intention, but the effect of benefit on intention is stronger than the effect of risk on intention. Reputation, e-commerce experience and lower price have strong effects on consumers' perceived risk, while ecommerce experience, variety of product, convenience and ease of use have strong effects on consumers' perceived benefit.",

keywords = "B2C e-commerce, Consumer behavior, Consumer decision-making model, Perceived benefit, Perceived risk",

author = "Siqing Shan and Fan Hua and Qinqin Zeng",

year = "2010",

doi = "10.1109/ICEE.2010.561",

language = "英语",

isbn = "9780769539973",

series = "Proceedings of the International Conference on E-Business and E-Government, ICEE 2010",

pages = "2222--2225",

booktitle = "Proceedings of the International Conference on E-Business and E-Government, ICEE 2010",

note = "1st International Conference on E-Business and E-Government, ICEE 2010 ; Conference date: 07-05-2010 Through 09-05-2010",

}

Shan, S, Hua, F & Zeng, Q 2010, B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk. in Proceedings of the International Conference on E-Business and E-Government, ICEE 2010., 5592062, Proceedings of the International Conference on E-Business and E-Government, ICEE 2010, pp. 2222-2225, 1st International Conference on E-Business and E-Government, ICEE 2010, Guangzhou, China, 7/05/10. https://doi.org/10.1109/ICEE.2010.561

B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk. / Shan, Siqing; Hua, Fan; Zeng, Qinqin.
Proceedings of the International Conference on E-Business and E-Government, ICEE 2010. 2010. p. 2222-2225 5592062 (Proceedings of the International Conference on E-Business and E-Government, ICEE 2010).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk

AU - Shan, Siqing

AU - Hua, Fan

AU - Zeng, Qinqin

PY - 2010

Y1 - 2010

N2 - This study to analyze the factors that influence consumers online purchasing behavior, we propose a consumer decision-making model which based on benefit and risk and evaluate the interaction between risk and benefit. We also consider some factors that influence consumers' perceived benefit and perceived risk such as a third-party payment platform, reputation, e-commerce experience, lower price, variety of product, convenience, and ease of use. The model is tested using data gathered from 146 participants. The data analysis is conducted using a structural equation modeling. The results obtained show that both perceived benefit and perceived risk have strong effects on the purchasing intention, but the effect of benefit on intention is stronger than the effect of risk on intention. Reputation, e-commerce experience and lower price have strong effects on consumers' perceived risk, while ecommerce experience, variety of product, convenience and ease of use have strong effects on consumers' perceived benefit.

AB - This study to analyze the factors that influence consumers online purchasing behavior, we propose a consumer decision-making model which based on benefit and risk and evaluate the interaction between risk and benefit. We also consider some factors that influence consumers' perceived benefit and perceived risk such as a third-party payment platform, reputation, e-commerce experience, lower price, variety of product, convenience, and ease of use. The model is tested using data gathered from 146 participants. The data analysis is conducted using a structural equation modeling. The results obtained show that both perceived benefit and perceived risk have strong effects on the purchasing intention, but the effect of benefit on intention is stronger than the effect of risk on intention. Reputation, e-commerce experience and lower price have strong effects on consumers' perceived risk, while ecommerce experience, variety of product, convenience and ease of use have strong effects on consumers' perceived benefit.

KW - B2C e-commerce

KW - Consumer behavior

KW - Consumer decision-making model

KW - Perceived benefit

KW - Perceived risk

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DO - 10.1109/ICEE.2010.561

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T3 - Proceedings of the International Conference on E-Business and E-Government, ICEE 2010

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BT - Proceedings of the International Conference on E-Business and E-Government, ICEE 2010

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Y2 - 7 May 2010 through 9 May 2010

ER -

B2C e-commerce consumer decision-making model based on perceived benefit and perceived risk

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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