Fear of fraud and Internet purchasing

Abstract

This study examines the factors that affect a consumer's decision about online purchases, especially their concern regarding fraud and the characteristics of goods. Using a two-step hurdle estimation approach with consumer adoption and intensity decisions, this study shows that fraud concerns significantly influence the online buying decision of consumers who pay through the Internet, but have little effect on those who do not make online payment. We also find that product characteristics and the education level of the head of the household critically affect consumer decision-making.

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