Antecedents of Consumers Perceived Risk and Moderating Effects in Risk Relationships in Mobile Value-Added Services
From the perspective of sources of perceived risk, the consumers perceived risk (CPR) is studied in the context of mobile value-added services (MVASs), in which the antecedents of CPR and moderating effects of characteristics of consumers on the relationship between antecedents and CPR. Based on Principle-Agent theory, the theory model of perceived risk relationship was proposed, and then structural equation modeling and multi-regression were used to examine the proposed model. Results show that under the context of MVASs, consumers perceived information asymmetry has the most influence on perceived risk, and consumers perceived technology uncertainties and the intangibility of MVAS also has significant positive influence on consumers perceived risk. Additionally, consumers risk preference and knowledge about mobile commerce have significant moderating effects on the relationship between the risk antecedents and perceived risk.
consumers perceived risk mobile value-added services risk preference knowledge
Yang Yongqing Zhang Jinlong Deng Zhaohua
Huazhong University of Science and Technology, Wuhan, China,Shandong Institute of Business and Techn Huazhong University of Science and Technology, Wuhan, China
国际会议
烟台
英文
792-796
2010-08-06（万方平台首次上网日期，不代表论文的发表时间）