Perceived Risk and the Internet Shopping Experience in Online Purchasing Behaviour

This paper reports the findings of a Web-based survey of 700 New Zealand Internet users. The survey was designed to explore the importance of perceived consumer risk and the Internet shopping experience in the online purchasing behaviour of Internet users. Both perceived consumer risk and loss of social interaction in Internet shopping were found to be negatively associated with the amount of online purchases made. The results of the study suggest that electronic retailing Web sites could usefully include features that reduce perceived consumer risk and enhance online customer service.

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