Effects of Consumer Trust and Risk on Online Purchase Decision-Making: A Comparison of Finnish and United States Students

This research examines the effects of consumer trust and risk on online purchase decisions-making by students in the United States and Finland from the perspective of the Buying Decision Process. Four separate and independent samples were used for comparisons in this study. Data from a specially-developed questionnaire were gathered from 194 students in Finland in 2002 and again in 2004. The United States samples consisted of 152 students in...