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Rohm, A.J. and Milne, G.R. (1998) Emerging Marketing and Policy Issues in Eletronic Commerce: Attitudes and Beliefs of Internet Users. Marketing and Public Policy Proceedings, 8.

has been cited by the following article:

• TITLE: Structural Equations Modeling, Perceived Risk and Flow State on E-Commerce

  AUTHORS: Cristiane Salome Ribeiro Costa, Rafael Lucian

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

  JOURNAL NAME: iBusiness, Vol.6 No.2, May 14, 2014

  ABSTRACT: 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.