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methods. A Theoretical Model of Consumers’ Risk Perception Bauer (1964) first introduced the perceived risk concept to consumer behaviour research in order to explain such phenomena as information seeking, brand loyalty, opinion leaders, reference groups and pre-purchase deliberations. He asserted that consumer behaviour involves risk in the sense that any action of a consumer may lead to unpleasant consequences. Since then, a number of consumer behaviour researches were conducted on perceived risk (see e.g. Cox, 1967; Gemunden, 1985; Peter and Ryan, 1976). There are two basic approaches used to define or measure the concept of perceived risk. The uncertaintyconsequences approach measures perceived risk as a function of the uncertainty of the purchase outcomes (in It takes time for innovations to diffuse CUSTOMERS’ RISK PERCEPTIONS OF ELECTRONIC PAYMENT SYSTEMS 29 terms of subjective probability) and the consequences associated with unfavourable purchase outcomes. However, this multiplicative approach to defining risk, which is based on prior work in economics and statistical decision theory, had been viewed as inappropriate in consumer behaviour research (Bettman, 1975; Sjoberg, 1980; Stone and Gronhaug, 1993). In contrast, the risk-component approach identifies and measures the several basic dimensions of the overall perceived risk in buying behaviour (e.g. financial risk, performance risk, physical risk, psychological risk, social risk and time-loss risk). The relative importance of the various risk dimensions need not necessarily be the same across purchase decisions, as some risk aspects will be more prevalent in some purchase situations than in others. Several studies have also proved that the five or six major dimensions of perceived risk can account for a substantial fraction of overall perceived risk (Assael, 1987; Stem et al., 1977; Stone and Gronhaug, 1993). The overall perceived risk can therefore be predicted by combining several functionally independent dimensions of risk. This research therefore uses the risk-component approach to measure the amount of risk of different dimensions perceived by consumers when they are using alternative payment methods. Roselius (1971) analysed four types of loss, i.e.: (1) ego loss; (2) hazard loss; (3) money loss and time loss; and (4) how consumers try to reduce each kind of loss. He found that consumers associated different types and amounts of loss with different payment situations. Jacoby and Kaplan (1972) studied five kinds of risk, i.e.: (1) financial; (2) performance; (3) physical; (4) psychological and social risk; and (5) how consumers associate the risks with each of 12 |
