FACTORS THAT INFLUENCE PERCEIVED RISK IN E-COMMERCE

Perceived risk has been intensively investigated by Management of Information Systems researchers as a barrier for e-commerce adoption among consumers. Perceived risk has been found to influence to e-commerce adoption, however it is not the only predictor variable. This is why it is important to further investigate connected variables that may or may not affect perceived risk as far as e-commerce systems are concerned. Perceived risk is a concept adopted form Psychology and it has been intensively used in Management of Information Systems research for testing influence on technology adoption. Various approaches have been used to measure perceived risk, but the most common is the use of multiple item scales. The present study uses a multiple item scale to measure perceived risk and tests influences of several variables socio-demographic variables.