FROM FEARFUL TO TRUSTFUL – HOW PERCEIVED RISK DIMENSIONS IN E-COMMERCE DIFFERENTIATE BETWEEN CONSUMERS
The need to segment the market for e-commerce in terms of risk is without doubt of great importance, from a theoretical, but mainly from a managerial point of view. This is why the present study derives a typology of consumers based on six dimensions of perceived risk in online shopping (product, fi...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2015-06-01
|
| Series: | Review of Economic and Business Studies |
| Subjects: | |
| Online Access: | http://www.rebs.ro/articles/pdfs/190.pdf |