Perceived risk vs. intention to adopt e-commerce - a pilot study of potential moderators

Article English OPEN
Patricea Elena Bertea; Adriana Zait;
(2013)
  • Publisher: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
  • Journal: Tržište,volume 25,issue 2,pages213-229 (issn: 0353-4790)
  • Publisher copyright policies & self-archiving
  • Subject: Marketing. Distribution of products | perceived risk, e-commerce adoption, moderators | HF5410-5417.5 | perceived risk | e-commerce adoption | moderators

E-commerce continues to develop as an important channel for consumer purchases. This explains the growing interest in determining the most important variables which affect online consumer behavior, especially perceived risk as a well-known behavioral deterrent. Previous... View more
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