Reza Shafei - University of Kurdistan, Iran

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 thelack of sufficient trust toward the other side. In other words, they are afraid of the probabledamage of these kinds of online bargains. For example their potential fears of fraud. Maybethe perceived fraud is their greatest anxiety that hinders the continuance of their shopping. Sothe 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 tostudy the impact of customers’ emotions on the perceived damages in online shopping inwhich 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). Theexamined sample according to relative classification method consists of 148 persons. In orderto study the relationship between variables, descriptive research methods & structural equation modeling were used. According to results, customers’ sentiments have a considerable effect onthe kind of perceived fraud. In this model negative feelings such as fear, shame, and stresshave an important role in the intensity of technological deception. The most common nontechnologicalfrauds perceived by customers are online robbery; swindle & being exposed tocompromise & willingness have the greatest role in decreasing the fear of victimization & increasing the tendency for online shopping

Customers’ emotions, online shopping, e-Fraud, Perceived damage, Victimization