Risk Antecedents
Pavlou (2003) uses the classification of Ring and Van de Ven (1994) who divide risks into either technology-driven (Environmental) or relational (Behavioral). He explains, on the Internet there is behavioral uncertainty because e-tailors can behave opportunistically which leads to economic risk (losing money), personal risk (unsafe product), seller performance risk (government does not adequately monitor the Internet), and privacy risk (losing private information). There is also environmental uncertainty since neither the consumer nor the e-tailer has full control of the Internet. This leads to economic risk and privacy risk (Pavlou 2003). With regard to social networking website, the same two categories apply.