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Suma Psicológica

Print version ISSN 0121-4381


RAMIREZ HERNANDEZ, Diana Carolina  and  JIMENEZ-LEAL, William. Risk perception and on-line shopping: their relationship with personality and product type. Suma Psicol. [online]. 2013, vol.20, n.2, pp.147-161. ISSN 0121-4381.

Consumer behavior involves risk taking but there are few studies related to electronic commerce that integrate the two main approaches to study risk taking. The present study sought to determine the relationship between personality factors, product type (situational factor), risk perception and the intention and execution of internet shopping. An online survey containing hypothetical scenarios and scales measuring personality factors and risk perception was developed. Participants were individuals of a wide age range, from a convenience sample. A correlational analysis of the variables of interest was performed and it was found that gender, familiarity, conscientiousness personality factor and intangible products are significantly related to the perception of overall risk. Personality factors do not appear to be significant in determining the intention and execution of internet shopping, thus providing support for the situational approach.

Keywords : personality factors; decision making; risk perception; consumer behavior; internet.

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