Perceived risk is informed by a myriad of affective assessments, nine of which have been examined rigorously for offline risk decisions. Is the risk voluntarily taken? Is the impact of the risk immediate or delayed? Does the individual understand the implications of the risk? What is the perceived effectiveness of expert systems/judgments? Does the risk appear controllable? Is the risk new or old? Is it commonly encountered or rarely available? Does it impact individuals or communities? How severe are the consequences of risk taking behavior? This research examines how these nine dimensions inform perceived risk and decision-making online. Further, I examine how the determinants of perceived risk are impinged by context and individual awareness.