To test the effects of risk attitude, seller reputation, product price and product type
on perceived risk, linear regression was conducted with the transaction data of
American and Chinese subjects, which contain 7,851 records totally.
Perceived risk is dependent variable, while gender, online purchasing experience and defrauded
experience are treated as control variables in the regression analysis.
Buyer’s risk attitude, seller reputation, product price and type have significant
effects on buyer’s perceived risk for the BIN transaction, and they account for 44.8 per
cent of the total variance in perceived risk