Effects of influential factors on consumer perceptions of uncertainty for online shopping

Purpose – This paper seeks to investigate the effects of different influential factors on consumer perceptions of uncertainty for online shopping. Design/methodology/approach – In this research, consumer perceptions of uncertainty have been divided into perceived commodity uncertainty and perceived seller's behavior uncertainty, and the influential factors concerned are experienced commodity attributes, online communication, buyer's comments, and the warrants of the consumer to consumer (C2C) operator. Based on the theoretical framework, this paper takes a structural evaluation model to analyze the research hypotheses. Findings – Taking TAOBAO.com as an example, the empirical research results indicate that perceived commodity uncertainty can be reduced by all the influential factors directly, and the perceived seller's behavior uncertainty can be reduced by online communication. In addition, the results also show that the perceived seller's behavior uncertainty can significantly affect the buyers' will, and perceived commodity uncertainty can indirectly affect the buyers will through the perceived seller's behavior uncertainty. Practical implications – Based on the empirical results, the paper argues that in order to effectively reduce the seller's behavior uncertainty and eliminate information asymmetry, the main issues C2C are faced with currently is to establish a more comprehensive protection mechanism and to develop more equitable trade rules. Originality/value – Compared with previous research on risk and uncertainty, this paper provides experimental analysis of the consumer perceptions of uncertainty for online buyers. It reveals the effects of different influential factors on the perceived uncertainty of consumers, which would help to explain the online consumer's behavior. Furthermore, the results from this research can enrich the understanding of the theory of risk.