Consumer decision making, E-commerce and perceived risks

Didier Soopramanien · Robert A. Fildes · Alastair D. Robertson

38 citations0/0 files storedApplied Economics

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This article studies how adoption and usage behaviour of the Internet and online shopping, respectively influence the preference to use electronic commerce to purchase different types of products. We empirically model the preference for electronic commerce when consumers have to buy different types of products and thus face different types of risks (Cox and Rich, 1964). Unlike previous research, we find that consumers who have previously shopped online, display stronger preferences to buy products on the Internet irrespective of the perceived level of product-specific risks of online shopping. This article provides an interesting and novel insight into how both adoption and usage of electronic commerce impact on the attitude and risk perception of buying less predictable (more risky) products on the Internet.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1970Information and Consumer Behavior 2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 1997Reducing Buyer Search Costs: Implications for Electronic Marketplaces 2003Consumer patronage and risk perceptions in Internet shopping 1997Exploring the Implications of the Internet for Consumer Marketing 2003Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model 1964Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping

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