The Influences of Perceived Risks to Female Consumers’

• Main Authors: Chuang Hui-Ting, 莊惠婷
• Other Authors: Chow, Wayne S.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/10098702191767651566

碩士 === 國立臺北大學 === 企業管理學系 === 92 === Internet shopping has became the fastest-growing use of the internet. Researchers reported that retailers in Taiwan generated NT$20.4 billion revenues from B2C e-commerce in 2004. They predicted the revenues to reach NT$26.6 billion in 2004. Nevertheless, despite optimistic predictions, adoption rates of B2C e-commerce are relatively slow. For example, although 39% of Taiwanese use the internet, only 20% of these internet users have purchased products or services through the internet. By gender, males are the main consumers to B2C e-commerce. This result is different from physical retailing. In the physical retailing, females are the main consumers and they are the main market. Why are female consumers averse to shopping on-line? To date, there are no studies to research the reasons of female consumers’ reluctance to purchase on-line. Most of past on-line shopping behaviors researches also focus on studying male products. Therefore, this study examined the nature of perceived risks associated with internet shopping and the relationship between types of risk perceived by female internet shoppers and their online patronage behaviors within a perceived risk theoretical framework. Findings suggest that perceived risk is a useful context to explain the barriers of female online shopping. A model for examining internet patronage behavior from a perceived risk framework is proposed; management implications and propositions for future research are also presented.