出版社：International Association for Computer Information Systems
摘要：This research examines whether consumers’ affective risk feelings could significantly influence intentions to engagein business-to-consumer e-commerce beyond cognitive risk beliefs. Current IS research indicates that cognitive riskis a salient factor in impacting consumers’ online intentions. It is unclear that whether affective risk, consumers’feelings of risk, might also play significant roles as key determinants of consumers’ intentions. The articulation ofaffective risk is based on the theory of affect and the risk-as-feelings theory. These theories propose that people’santicipatory visceral feelings can influence their behavior over and above the impact of their cognitive evaluations.Data were collected through a field study, and the findings supported the convergent, discriminant and predictivevalidities of affective risk. Affective risk was a significant determinant of behavioral intentions. Cognitive risk wasfound to influence behavioral intentions through affective risk, which indicates that affective responses of a riskysituation could have dominant responses.
