The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention

Wann Yih Wu, Man Ling Chang, Tulay Girard, Bijou Yang

Research output: Contribution to journalArticle

18 Scopus citations


Risk attitude is a stable personality characteristic that is inherent in an individual, and may be the cause of differences in decisions to shop online. This article records an attempt to explore the direct and moderate effects of risk attitude on consumer behavior in the online context. The results show that risk attitude is positively associated with online shopping experience, consumer satisfaction, and repurchase intention for online shopping. Furthermore, the risk attitude promotes a positive influence of online shopping experience on satisfaction. Finally, the evaluation and emotion-based satisfaction would enhance online buyers' repurchase intention when they are characterized as having higher risk preference.

Original languageEnglish (US)
Pages (from-to)453-468
Number of pages16
JournalSocial Behavior and Personality
Issue number4
Publication statusPublished - Aug 1 2007


All Science Journal Classification (ASJC) codes

  • Social Psychology

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