| Popis: |
The social networking sites (SNSs) phenomenon around the world fundamentally have given birth to a new shape of e-commerce, called social commerce (s-commerce). Sustained by a SNSs technology, s-commerce provides a new channel to enable buying and selling directly from SNSs platform. However, the rapid growth of s-commerce is yet overshadowed by the risks of uncertainty that drive consumers to avoid shopping in social media. Numerous study has proved that perceived risks negatively affect consumer behavior in e-commerce. Thus, this paper attempt to analyze seven dimensions of perceived risk towards intention to purchase in s-commerce. An online electronic questionaire was designed, and a total of 175 SNSs users were participated in this survey. The result provides important managerial reducing risk strategy for adapting in the ever-changing online business environment. |
