Perceived risks as barriers to Internet and e‐commerce usage

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.