Implicit measures and online risks

Information systems researchers typically use self-report measures, such as questionnaires to study consumers’ online risk perception. The self-report approach captures the conscious perception of online risk but not the unconscious perception that precedes and dominates human being’s decision-making. A theoretical model in which implicit risk perception precedes explicit risk evaluation is proposed. The research model
proposes that implicit risk affects both explicit risk and the attitude towards online purchase. In a direct path, the implicit risk affects attitude towards purchase. In an indirect path, the implicit risk affects explicit risk, which in turn affects attitude towards purchase.