SCALES FOR MEASURING PERCEIVED RISK IN E-COMMERCE - TESTING INFLUENCES ON RELIABILITY

The present study analyzes the importance of research design in measuring perceived risk in e-commerce by revealing the influences that certain variables might have on the reliability of scales. Perceived risk is known as a major behavioral determinant, moreover it has been found to be a barrier against e-commerce adoption. This is why it is important for marketing researchers to have reliable measurement instruments. By performing a meta-analysis on 19 papers that developed scales for perceived risk in e-commerce, we aimed to identify what research design characteristics can determine the increase or decrease of alpha Cronbach estimates. Results were mixed, as only one of four hypotheses was supported. However, important issues for further research have been discovered here, being of great relevance for academics as well as for practitioners.