The role of perceived risks among heavy users in e-commerce: a research in Pernambuco, Brazil

Authors:
Melissa de Andrade Souza;Jairo Dornelas
Affiliations:
University of Westminster, London -- United Kindgom;Universidade Federal de Pernambuco, Cidade Universitaria, Recife -- PE -- Brazil
Venue:
Proceedings of the 2008 Euro American Conference on Telematics and Information Systems
Year:
2008

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Abstract

Consumer behaviour on the Internet is usually related to the user's level of familiarity with the technology and the Internet itself. 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 electronic commerce (e-commerce). It is expected that their low level of online purchasing increases as they become 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.