Perceived risks as barriers to Internet and e-commerce usage

Yehoshua Liebermann, Shmuel Stashevsky

Research output: Contribution to journalArticlepeer-review

237 Scopus citations


Previous research suggests that perceived risk is an important ingredient in the consumer decision-making process. The purpose of the present study is to investigate what are the perceived barriers to Internet usage and e-marketing by both users and non-users. By understanding these potential obstacles, more efficient marketing strategies will become available that will drive Internet use and e-commerce. A detailed perceived risks map has been developed using a qualitative research paradigm. We suggest a model with the factors affecting the Internet's perceived risk elements. The factors are demographic traits and usage behavior characteristics. The model is tested against a sample of 465 employed adults.

Original languageEnglish
Pages (from-to)291-300
Number of pages10
JournalQualitative Market Research
Issue number4
StatePublished - 1 Dec 2002


  • Business development
  • Consumer behaviour
  • Internet
  • Marketing
  • Perception
  • Risk


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