Flow state is an
important theory to understand the consumer behavior of e-commerce. Perceived
risk also has been object of academic studies because it is an inhibitor of the
online purchases. In this way, the objective of this research is to investigate
the relation between the perceived risk and flow state. Through a structural
equations modeling, it was disclosed that the ability of the consumer with the
use of the Internet intervenes with its perception of risk.
Cite this paper
Ribeiro Costa, C. and Lucian, R. (2014) Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce. iBusiness
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