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Reducing Consumers' Perceived Risk through Website Service Quality Cues in C2C E-Commerce Trading

This paper focuses on reducing consumers’ perceived risk through website service quality cues in C2C e-commerce trading. It reveals a negative correlation between consumers’ perceived risk and website service quality in C2C E-commerce trading, and explores the internal composition of this relationship. Functional, physical, service, and psychological risks are found to be negatively affected mainly by reliability, guarantee, security, Information integrality and communication of service quality. However, financial and functional risks are positive influenced by personalization cue of website service quality simultaneously. Keywords-C2C; service quality; perceived risk