Internet e-retailing and consumer behavior: The Hong Kong perspective

This paper empirically explores consumer perceptions of Internet-enabled e-retailing based on the data collected from individual consumers in Hong Kong. Several environmental and social factors are incorporated into the analysis. The results show that consumers have a positive attitude towards e-retailing if they believe e-retail storefronts useful. They are also willing to use e-retail services if they are encouraged by a particular social group. However, the easily accessible retail outlets and the concerns about potential risk in the virtual environment significantly affect consumer attitudes towards e-retailing, The findings have practical implications for developing and managing Internet-enabled e-retail business in the competitive marketplace.