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Title:
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THE ROLE OF PERCEIVED RISKS AMONG HEAVY USERS IN E-COMMERCE: A BRAZILIAN PERSPECTIVE |
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Author(s):
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Melissa De Andrade Souza , Jairo Dornelas |
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ISBN:
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978-972-8924-66-9 |
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Editors:
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Piet Kommers, Pedro Isaías and Nian-Shing Chen |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Perceived risks, e-commerce, consumer behaviour, Internet knowledge, Internet literacy |
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Type:
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Short Paper |
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First Page:
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291 |
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Last Page:
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295 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Consumer behaviour on the Internet is usually related to the users level of familiarity with the technology. The more
familiar with the Internet, the higher the likelihood of purchasing online. Researchers have demonstrated that Internet
literacy may reduce users perception of risk in electronic commerce. Accordingly, new Internet users perceive more
risks than experienced users when it comes to buying items online. As a consequence, new users are more resistant to ecommerce.
It is expected that their low level of online purchasing increases as they became more accustomed to the
Internet. This article provides a novel insight into the subject of perceived risks in e-commerce. Unlike previous studies,
this research conducted in Brazil indicates that experience in using the Internet may provide heavy users with a high
perception of risk that will also prevent them from making online purchases. |
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