PERCEIVED RISK WHEN BUYING ONLINE: EVIDENCE FROM A SEMI-STRUCTURED INTERVIEW
In order to gain deeper understanding in consumers’ perceptions regarding risk involved when buying online, a semi-structured interview was employed. 30 internet users that have purchased a product or service using the Internet within the last three months were questioned regarding their fears when...
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| Format: | Article |
| Language: | English |
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Vasile Goldis University Press
2012-01-01
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| Series: | Studia Universitatis Vasile Goldis Arad, Seria Stiinte Economice |
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| Online Access: | http://www.uvvg.ro/studiaeconomia/images/2012/p2/7.%20Iconaru%20Claudia%20-%20PERCEIVED%20RISK%20WHEN%20BUYING%20ONLINE%20EVIDENCE%20FROM%20A%20SEMI-STRUCTURED%20INTERVIEW.pdf |
| Summary: | In order to gain deeper understanding in consumers’ perceptions regarding risk involved when buying online, a semi-structured interview was employed. 30 internet users that have purchased a product or service using the Internet within the last three months were questioned regarding their fears when deciding to buy from an e-commerce web site. The respondents were selected according to a stratified sampling technique. Based on the respondents’ answers but also taking into consideration previous empirical findings, I classify different types of perceived risk into: financial risk, privacy risk, performance risk, delivery risk, time risk, psychological risk and social risk. The results show that Romanian consumers perceive a high degree of risk when conducting an electronic transaction, which could be the reason why Romania has a small e-commerce adoption rate although the internet penetration rate is quite high. Further managerial implications are discussed. |
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| ISSN: | 1584-2339 2285-3065 |