Perceived risks as barriers to Internet and e-commerce usage

Authors: Liebermann Y.; Stashevsky S.

Source: Qualitative Market Research: An International Journal, Volume 5, Number 4, 2002 , pp. 291-300(10)

Publisher: Emerald Group Publishing Limited

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Abstract:

Previous research suggests that perceived risk is an important ingredient in the consumer decision-making process. The purpose of the present study is to investigate what are the perceived barriers to Internet usage and e-marketing by both users and non-users. By understanding these potential obstacles, more efficient marketing strategies will become available that will drive Internet use and e-commerce. A detailed perceived risks map has been developed using a qualitative research paradigm. We suggest a model with the factors affecting the Internet's perceived risk elements. The factors are demographic traits and usage behavior characteristics. The model is tested against a sample of 465 employed adults.

Keywords: Risk; Perception; Consumer Behaviour; Internet; Business Development; Marketing

Document Type: Research article

Publication date: 2002-09-18