The risks perceived by the consumer in the acceptance of electronic commerce. A study of Bolivia

Orly Carvache-Franco, Jose Loaiza-Torres, Carolina Soto-Montenegro, Mauricio Carvache-Franco and Wilmer Carvache-Franco

PLOS ONE, 2022, vol. 17, issue 11, 1-15

Abstract: The risks perceived by consumers in online shopping can negatively affect the acceptance of electronic commerce, however, the perceived risks are a cultural aspect that can affect consumers differently in different countries. This research examines what dimensions of perceived risk affect the acceptance of electronic commerce in Bolivia, a developing country. The design is quantitative, the TAM model is used with the variables: risk of misuse of information, risk of not obtaining the benefits of the product and risk of inefficiency of the functionality. The results show that the three risks examined do not affect the acceptance of electronic commerce, and that the variables perceived usefulness and ease of use have a positive effect on the acceptance of electronic commerce. The theoretical implications of this study provide empirical evidence from Bolivia, which shows strong variables of perceived usefulness and ease of use, which mitigates the effect of risk´s perception by the consumer, the results are explained in the context of the COVID-19 pandemic that accelerated the rapid acceptance of electronic commerce, increasing the perception of usefulness and ease of use of online shopping. As practical implications, this research provides managers and administrators of online businesses with knowledge about the effect of risk variables perceived by consumers.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0276853 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 76853&type=printable (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0276853

DOI: 10.1371/journal.pone.0276853

Access Statistics for this article

More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().