Perceived risks as barriers to Internet and e‐commerce usage

Qualitative Market Research An International JournalPublished 11 October 2002

Yehoshua Liebermann, Shmuel Stashevsky

DOI10.1108/13522750210443245

Source URL

Citations354

SJR quartileQ2

SJR score0.58

SNIP0.78

TL;DR

This study investigates what are the perceived barriers to Internet usage and e‐marketing by both users and non‐users and suggests a model with the factors affecting the Internet’s perceived risk elements.

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

Social SciencesDecision SciencesBusiness, Management and Accounting

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