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Flow state is animportant theory to understand the consumer behavior of e-commerce. Perceivedrisk also has been object of academic studies because it is an inhibitor of theonline purchases. In this way, the objective of this research is to investigatethe relation between the perceived risk and flow state. Through a structuralequations modeling, it was disclosed that the ability of the consumer with theuse of the Internet intervenes with its perception of risk.

KEYWORDS

Structural Equations Modeling, Perceived Risk, Flow State, E-Commerce

Cite this paper

Ribeiro Costa, C. and Lucian, R. 2014 Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce. iBusiness, 6, 38-43. doi: 10.4236-ib.2014.62005.





Autor: Cristiane Salome Ribeiro Costa, Rafael Lucian*

Fuente: http://www.scirp.org/



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