iBusiness
Volume 6, Issue 2 (June 2014)
ISSN Print: 2150-4075 ISSN Online: 2150-4083
Google-based Impact Factor: 0.61 Citations
Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce ()
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ABSTRACT
Flow state is an important theory to understand the consumer behavior of e-commerce. Perceived risk also has been object of academic studies because it is an inhibitor of the online purchases. In this way, the objective of this research is to investigate the relation between the perceived risk and flow state. Through a structural equations modeling, it was disclosed that the ability of the consumer with the use of the Internet intervenes with its perception of risk.
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