Perceived risk in E-commerce transaction conceptualisations and applications

This paper reviews the literature on consumer-perceived risk under E-commerce context over the past 15 years. It begins by describing new risk of new shopping mode—E-commerce, and the specific definition of consumer perceived risk. Then, it summarizes the risk-reduction strategies in the new mode of shopping, and the main application of E-commerce perceived risk. In the end of the paper, the reviewer suggests that researchers in this area may further modify the classic perceived risk mode from three aspects: sampling, modeling and measuring.