Discussion on the Dimensions of Consumers' Perceived Risk in Mobile Service

Abstract

Mobile service is increasingly known by most of the users of mobile devices, but individuals’ adoption of mobile service is relative slow. Consumers’ perceived risk is one of the reasons for that. Thus, the research on consumers’ perceived risk in mobile service is necessary. On the basis of the review of consumers’ perceived risk theory, and considering the characteristics of the mobile service, the dimensions of consumers’ perceived risk in mobile service are proposed and verified through a focus group discussion. The study may be helpful for mobile service providers to take effective measures to reduce consumers’ perceived risk, and then to improve their operation and profitability.