Xi Yun Gong, Universiti Putra Malaysia (UPM)

Yee Choy Leong, Universiti Putra Malaysia (UPM)

Wei Liu, Universiti Putra Malaysia (UPM)

Gui Xia Wang, Universiti Putra Malaysia (UPM)

In this study, ten items (i.e., specific product/service requests denial, psychological uncomforting, low-class offered product/service, horrible Internet based shopping experience, too much social isolation, unnecessary tension, Imprecise fit to self-image, mental and physical sickness while searching on shopping website, and disappointments from the frustrations of not accomplishing purchase goals) are measured to determine consumers’ perceived psychological risks and set up a framework to understand the function of e-trust in vendors as well as how it relates to consumers' perceived psychological risks and e-buying intentions. Based on the responses of 311 Chinese e-consumers, this research reveals that consumers’ perceived psychological risk does affect their e-trust in vendors and e-buying intentions. A consumer's e-buying intentions are also affected by their e-trust in vendors. And there exists a mediating function of e-trust in vendors between the relationship of perceived psychological risks and e-buying intentions. These outcomes confirm that e-vendors must reflect on perceived psychological risks of their consumers while developing their trusts and purchase intentions.