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The risks perceived by the consumer in the acceptance of electronic commerce. A study of Bolivia

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Listed:
  • Orly Carvache-Franco
  • Jose Loaiza-Torres
  • Carolina Soto-Montenegro
  • Mauricio Carvache-Franco
  • Wilmer Carvache-Franco

Abstract

The risks perceived by consumers in online shopping can negatively affect the acceptance of electronic commerce, however, the perceived risks are a cultural aspect that can affect consumers differently in different countries. This research examines what dimensions of perceived risk affect the acceptance of electronic commerce in Bolivia, a developing country. The design is quantitative, the TAM model is used with the variables: risk of misuse of information, risk of not obtaining the benefits of the product and risk of inefficiency of the functionality. The results show that the three risks examined do not affect the acceptance of electronic commerce, and that the variables perceived usefulness and ease of use have a positive effect on the acceptance of electronic commerce. The theoretical implications of this study provide empirical evidence from Bolivia, which shows strong variables of perceived usefulness and ease of use, which mitigates the effect of risk´s perception by the consumer, the results are explained in the context of the COVID-19 pandemic that accelerated the rapid acceptance of electronic commerce, increasing the perception of usefulness and ease of use of online shopping. As practical implications, this research provides managers and administrators of online businesses with knowledge about the effect of risk variables perceived by consumers.

Suggested Citation

  • Orly Carvache-Franco & Jose Loaiza-Torres & Carolina Soto-Montenegro & Mauricio Carvache-Franco & Wilmer Carvache-Franco, 2022. "The risks perceived by the consumer in the acceptance of electronic commerce. A study of Bolivia," PLOS ONE, Public Library of Science, vol. 17(11), pages 1-15, November.
    • Handle: RePEc:plo:pone00:0276853
    DOI: 10.1371/journal.pone.0276853
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    References listed on IDEAS

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    1. Rita Rahayu & John Day, 2017. "E-commerce adoption by SMEs in developing countries: evidence from Indonesia," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(1), pages 25-41, April.
    2. Sufyan Habib & Nawaf N. Hamadneh, 2021. "Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    3. Humera Khan & P.D.D. Dominic, 2017. "Performance measure of online system acceptance and customer satisfaction through airlines websites in Malaysia," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 12(4), pages 508-524.
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