Determining the Level of Perceived Risk in e-business Web 2.0 Interactions

In the domain of e-commerce business it is important for the initiating agent of the interaction to analyze and consider the level of perceived risk in forming an interaction with an agent, apart from just considering the level of trust and security. By doing so, the initiating agent would have all the concepts which would assist it in making an informed interaction-based decision. But for risk analysis in e-business, it is important that the initiating agent considers and assesses it according to its object of analysis in that domain. In our previous work, we have identified the sub-categories of perceived risk in the domain of e-business interactions and proposed methodologies by which the initiating agent can quantify them. In this paper, we propose a novel approach by which the initiating agent determines the numerical level and magnitude of perceived risk by utilizing its determined sub-categories in forming an interaction with an agent.