Author(s): Xi Yun Gong, Yee Choy Leong, Wei Liu, GuicXia Wang
In this study, ten items (i.e., specific product/service requests denial, psychological uncomforting, low-class offered product/service, horrible Internet based shopping experience, too much social isolation, unnecessary tension, Imprecise fit to self-image, mental and physical sickness while searching on shopping website, and disappointments from the frustrations of not accomplishing purchase goals) are measured to determine consumers’ perceived psychological risks and set up a framework to understand the function of e-trust in vendors as well as how it relates to consumers' perceived psychological risks and e-buying intentions. Based on the responses of 311 Chinese e-consumers, this research reveals that consumers’ perceived psychological risk does affect their e-trust in vendors and e-buying intentions. A consumer's e-buying intentions are also affected by their e-trust in vendors. And there exists a mediating function of e-trust in vendors between the relationship of perceived psychological risks and e-buying intentions. These outcomes confirm that e-vendors must reflect on perceived psychological risks of their consumers while developing their trusts and purchase intentions.