The Influence of Risk Perception in Online Purchasing Behavior: Examination of an Early-Stage Online Market (original) (raw)

International Review of Management and Business Research, 2014

Abstract

IntroductionThe introduction of the internet as a shopping channel offered a new opportunity for both manufacturers and retailers to reach potential consumers in a more efficient way. Yet, it represents a challenge for retailers to understand online consumer behavior and adjust marketing strategies accordingly. Using the internet as a shopping channel has witnessed a rapid growth during the past decade. Despite this steady growth, online sales are still accounts for a small percentage (7%) of total consumer sales (Forrester report, 2010).Previous literature indicated that consumers' perceived risk during online purchasing influences their intention of doing so (O'cass, 2001; Shih, 2004; Salisburry et al., 2001; O'cass and Fenech, 2003; Park, Lee, and Ahn, 2004; Pavlou, 2003; and Van der Heijden, Verhagen, and Creemer, 2003). Before purchasing a product, a consumer typically considers the various risks associated with the purchase. In this perspective, this study will att...

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