Effect of Customer's Emotions on Perceived Damage of the Probability of Fraud in Online Shopping

The increasing use of internet leads to the expansion of electronic exchange. Customers are trying to take advantage of this situation in different ways. One of their main concerns is the lack of sufficient trust toward the other side. In other words, they are afraid of the probable damage of these kinds of online bargains. For example their potential fears of fraud. Maybe the perceived fraud is their greatest anxiety that hinders the continuance of their shopping. So the way the customers feel before entering the virtual world has a very important role in conveying the sense of probable existence of deception or vice versa. In this paper, we try to study the impact of customers’ emotions on the perceived damages in online shopping in which the clients are the probable victims. Our statistical population in this research includes university and higher education members in the west of Iran (provinces of Kurdistan). The examined sample according to relative classification method consists of 148 persons. In order to study the relationship between variables, descriptive research methods & structural equation modeling were used. According to results, customers’ sentiments have a considerable effect on the kind of perceived fraud. In this model negative feelings such as fear, shame, and stress have an important role in the intensity of technological deception. The most common non-technological frauds perceived by customers are online robbery; swindle & being exposed to compromise & willingness have the greatest role in decreasing the fear of victimization & increasing the tendency for online shopping.