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

Cristiane Salome Ribeiro Costa; Rafael Lucian

doi:10.4236/ib.2014.62005

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iBusiness > Vol.6 No.2, June 2014

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

Cristiane Salome Ribeiro Costa, Rafael Lucian^*

Centro Academico do Agreste, Universidade Federal de Pernambuco, Caruaru, Brasil.
Mestrado Profissional em Gestro Empresarial, Faculdade Boa Viagem, DeVry Brasil, Recife, Brasil.

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.

Keywords

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

Share and Cite:

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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