Types de risques perçus et réducteurs de risques dans le commerce électronique: le cas du site Fnac.com

Christophe Bezes ()
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Christophe Bezes: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: This research approaches brakes relative to online shopping, not by trust widely used in the literature, but by perceived risk. Carried out on 1167 loyalty card holders of the Fnac, it identifies first, the main types of perceived risks that penalize online purchases, and second, the website characteristics that should improve the retailer to reduce these risks. It concluded that it is possible to focus on a few risk relievers. However, this strategy will have more effect on multichannel buyers than on customers using the site only for information.

Keywords: Multichannel retailing; customers profile; in-store shopping; online shopping (search for similar items in EconPapers)
Date: 2011-12
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Published in Revue management & avenir, 2011, 48, pp.404-422. ⟨10.3917/mav.048.0404⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00861114

DOI: 10.3917/mav.048.0404

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