Abstract

MACEIRA, Mauro; CARVALHO, Frederico  and  LIMA, Vânia. Demographic factors and perceived risk of buying on the Internet: the case of a Brazilian website . Rev. Portuguesa e Brasileira de Gestão [online]. 2011, vol.10, n.1-2, pp.92-101. ISSN 1645-4464.

The paper investigates whether demographic variables can be associated to the risk of buying via the Internet as perceived by a convenience sample of users registered in a site selling entertainment tickets. The main purpose was to search for significant associations between demographics and perceived risk. An online survey comprising 3235 respondents has been conducted and all responses have been considered valid. Findings indicate that more educated buyers more frequently perceive the risk of buying, irrespective of how risk has been represented in the questionnaire. In addition to implementing more effective security initiatives, firms selling online should also segment their communication regarding them, so that required credit card and other personal data become either minimally employed or increasingly secured.

Keywords : Electronic Commerce; Internet Buying; Perceived Risk; Ticket e-Sales.

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