Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce

DOI: 10.4236/ib.2014.62005   PDF   HTML   XML   4,914 Downloads   6,099 Views   Citations

Abstract

Flow state is an important theory to understand the consumer behavior of e-commerce. Perceived risk also has been object of academic studies because it is an inhibitor of the online purchases. In this way, the objective of this research is to investigate the relation between the perceived risk and flow state. Through a structural equations modeling, it was disclosed that the ability of the consumer with the use of the Internet intervenes with its perception of risk.

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Ribeiro Costa, C. and Lucian, R. (2014) Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce. iBusiness, 6, 38-43. doi: 10.4236/ib.2014.62005.

Conflicts of Interest

The authors declare no conflicts of interest.

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