The role of risk perception in Internet purchasing behaviour and intention

[摘要] ENGLISH ABSTRACT:In recent years the importance and number of users of electronic commerce and itsmedium, the Internet, have grown substantially. Despite this, the Business-to-Consumer sector has shown slow expansion and limited growth, with the majority ofconsumers slow to adopt the Internet as a medium for purchase. A probable factoraffecting the purchasing behaviour of individuals is the perception of risk of a breachin (credit card) security and/or a violation of privacy. The research discussed hereindicates that two closely related constructs, namely perceived privacy risk andperceived security risk exerts an influence on the Internet purchasing behaviour ofInternet users, and more importantly, the intention to purchase. In addition, the roleof social pressures regarding the provision of personal and credit card information isindicated to be of considerable importance.

[发布机构] Stellenbosch University