To read the full version of this content please select one of the options below:

Perceived risks as barriers to Internet and e‐commerce usage

Yehoshua Liebermann (Yehoshua Liebermann is Executive MBA Director at the Graduate School of Business Administration, Bar‐Ilan University, Ramat Gan, Israel.)
Shmuel Stashevsky (Shmuel Stashevsky is International MBA Director, at the Graduate School of Business Administration, Bar‐Ilan University, Ramat Gan, Israel.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 December 2002

14681

Abstract

Previous research suggests that perceived risk is an important ingredient in the consumer decision‐making process. The purpose of the present study is to investigate what are the perceived barriers to Internet usage and e‐marketing by both users and non‐users. By understanding these potential obstacles, more efficient marketing strategies will become available that will drive Internet use and e‐commerce. A detailed perceived risks map has been developed using a qualitative research paradigm. We suggest a model with the factors affecting the Internet’s perceived risk elements. The factors are demographic traits and usage behavior characteristics. The model is tested against a sample of 465 employed adults.

Keywords

Citation

Liebermann, Y. and Stashevsky, S. (2002), "Perceived risks as barriers to Internet and e‐commerce usage", Qualitative Market Research, Vol. 5 No. 4, pp. 291-300. https://doi.org/10.1108/13522750210443245

Publisher

:

MCB UP Ltd

Copyright © 2002, MCB UP Limited

Related articles