Lynn Selby Coker, Brent; Jeremy Ashill, Nicholas; Hope, … - In: European Journal of Marketing 45 (2011) 7/8, pp. 1130-1151
Purpose – The purpose of this paper is to develop and validate a scale to reliably capture the variance of perceived risk towards purchasing on the internet at the product level. Design/methodology/approach – A two‐dimensional scale to measure internet Product Purchase Risk (IPPR) was...