Perceived risk vs. intention to adopt e-commerce - a pilot study of potential moderators
E-commerce continues to develop as an important channel for consumer purchases. This explains the growing interest in determining the most important variables which affect online consumer behavior, especially perceived risk as a well-known behavioral deterrent. Previous studies have proved a negativ...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2013-12-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/165332 |