Measuring internet product purchase risk

Abstract

Purpose: The purpose of this paper is to develop and validate a scale to reliably capture the variance of perceived risk towards purchasing on the internet at the product level. Design/methodology/approach: A two-dimensional scale to measure internet Product Purchase Risk (IPPR) was developed and tested in three studies. In the first study a preliminary pool of items was generated with evidence of content validity. In the second study the IPPR scale was purified using principal axis factor analysis. In the third study evidence of criterion-related, known-group, nomological, and discriminant validity was demonstrated. Findings: The IPPR scale was found to successfully capture the variance of ..