2[1]Schiffman L G, Kanuk L L. Consumer Behavior[M]. Englewood Cliffs: Prentice-Hall, 1994.
3[2]Bauer R A. Consumer Behavior as Risk Taking: Dynamic Marketing for a Changing World[C]. Proceedings of the 43rd Conference of the American Marketing Chicago: American Marketing Association, 1964: 389～398
4[3]Stone R N, Winter F W. Risk: is it Still Uncertainty Times Consequences?[C].In:Belk R W et al. Proceedings of the American Marketing Association, 1987: 261～265
5[4]Cunningham S M. The Major Dimensions of Perceived Risk[M]. In:Cox D F. Risk Taking and Information Handling in Consumer Behavior, Graduate School of Business Administration, Harvard University Press, Boston, 1967, MA: 82～108
6[5]Vann J W. A Multi-distributional Conceptual Framework for the Study of Perceived risk[M]. In:Kinnear T C. Advances in Consumer Research, Provo: Association for Consumer Research, 1984(9):442～444
7[7]Tan S J. Strategies of Reducing Consumers' Risk Aversion in Internet Shopping[J]. Journal of Consumer Marketing, 1999, 16(2): 163～180
8[8]Hoffman D, Kalsbeek W D, Novak T P. Internet and Web Use in the U.S[J]. Communications of the ACM, 1996,39(12): 36～46
9[9]Jarvenpaa S L, Tractinsky N, Saarinen L. Consumer Trust in an Internet Store: A Cross-Cultural Validation[J]. Information Technology and management, 1999, 1(12): 45～71
10[11]Jacoby J, Kaplan L. The Components of Perceived Risk[C]. Proceedings of the 3rd Annual Conference for Consumer Research, 1972: 382～393
