Please use this identifier to cite or link to this item:
Pelău, Corina
Bena, Irina
Year of Publication: 
[Journal:] Amfiteatru Economic Journal [ISSN:] 2247-9104 [Volume:] 12 [Year:] 2010 [Issue:] 28 [Pages:] 373-387
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.
consumer behaviour
risk perception
consumer rights
online marketing
Creative Commons License:
Document Type: 
Social Media Mentions:


Files in This Item:

Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.