IDEAS home Printed from https://ideas.repec.org/a/aes/amfeco/v12y2010i28p373-387.html
   My bibliography  Save this article

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

Author

Listed:
  • Corina Pelău

    () (Academy of Economic Studies, Bucharest, Romania)

  • Irina Bena

    (Academy of Economic Studies, Bucharest, Romania)

Abstract

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.

Suggested Citation

  • Corina Pelău & Irina Bena, 2010. "The Risk Perception For Consumer Segments In E-CommerceAnd Its Implication For The Marketing Strategy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(28), pages 373-387, June.
  • Handle: RePEc:aes:amfeco:v:12:y:2010:i:28:p:373-387
    as

    Download full text from publisher

    File URL: http://www.amfiteatrueconomic.ro/temp/Article_970.pdf
    Download Restriction: no

    Citations

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


    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, vol. 16(35), pages 289-289, February.

    More about this item

    Keywords

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

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. 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). General contact details of provider: http://edirc.repec.org/data/aseeero.html .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.