Advanced Search
MyIDEAS: Login to save this article or follow this journal

The Risk Perception For Consumer Segments In E-CommerceAnd Its Implication For The Marketing Strategy


Author Info

  • Corina Pelău

    (Academy of Economic Studies, Bucharest, Romania)

  • Irina Bena

    (Academy of Economic Studies, Bucharest, Romania)


During the past years, the Internet has gained a very important role in our everyday lives as well as in the business environment. This online trend developed also in the way companies interact with their customers by means of Internet platforms, or in the form of e-commerce. Despite the easiness with which customers order products from home, the online shopping has also many risks. Most of the risks are related to the lack of information about the company who sells online or the uncertainty that the ordered products will be delivered. Starting with the presentation of the processes taking place in online shopping, the present article reviews the rights consumers have when buying online and then focuses on researching the risk of online shopping as perceived by Romanian consumers. The study analyzes the differences in the risk perception and the willingness to buy online in the future depending on gender, age or income. The way in which consumers perceive risks affects the company's marketing strategy, because if consumers see a greater risk in online transactions, the probability that they will buy online decreases. Consequently the company must focus its communication strategy on the reduction of the risk perception.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL:
Download Restriction: no

Bibliographic Info

Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 12 (2010)
Issue (Month): 28 (June)
Pages: 373-387

as in new window
Handle: RePEc:aes:amfeco:v:12:y:2010:i:28:p:373-387

Contact details of provider:
Phone: 0040-01-2112650
Fax: 0040-01-3129549
Web page:
More information through EDIRC

Related research

Keywords: consumer behaviour; risk perception; e-commerce; consumer rights; online marketing;

Find related papers by JEL classification:


No references listed on IDEAS
You can help add them by filling out this form.


Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Iacob Catoiu & Mihai Orzan & Octav-Ionut Macovei & Claudia Iconaru, 2014. "Modelling Users` Trust in Online Social Networks," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 289, February.


This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


Access and download statistics


When requesting a correction, please mention this item's handle: RePEc:aes:amfeco:v:12:y:2010:i:28:p:373-387. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Valentin Dumitru).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.