Moderating Role of Perceived risk on Internet shopping process: China and France

The recent research intends to examine and compare the effect of perceived risk throughout two stages of Internet shopping process, i.e. acceptance to purchase and continuance to purchase online in China and France. The expected results is that for both Chinese and French consumers, perceived risk has a negative effect on entire purchasing process, but the prominent risk dimensions in both two purchasing stages vary between China and France; perceived risk is reduced in the continuance to repurchase stage than in initial acceptance stage for both French and Chinese consumers. This comparative study on China and France not only can enable better understanding of the underlying mechanisms regarding the impact of cross-country differences on Internet perceived risk. In addition, the present study intends to help researchers and marketers to increase marketing efficiency to reduce the risk and retain consumer's loyalty to repurchase from consumers perspective.