Perceived Risk and Trust in Online Group Buying Context

This study examines five ascendants (such as reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm) of perceived risk and trust on initiator, explores the influence of perceived risk upon trust on initiator, and tests the impacts of trust on initiator and perceived risk upon intention of attending online group buying. The empirical result indicates that there are significant correlations among reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm upon trust on initiator. On the other hand, only interaction is able to reduce perceived risk.