VIRTUAL MARKETING: SEPARATING WHEAT AND CHAFF… INHERENT AND MANIPULATED RISKS IN THE E-COMMERCE <BR> DOI: 10.5585/remark.v8i2.2139

Abstract

This research aimed at evaluating the inherent and manipulated risks in the e-commerce. Such study had as purpose the analysis of the need of separating these risks. Studies in the area do not separate them in general, grouping them generically. The study was an exploratory-description transversal cut in two stages. Interviews with 20 buyers of the electronic retail were done. Then, a survey was done establishing a partnership with e-bit and having the link of questionnaire sent to 2,000 Internet users registered in the data base of the firm. 692 valid questionnaires were used. The factorial analyses indicated the need for a division of the inherent and the manipulated risk, strengthening the initial theory of Bettman (1973). This research brings as a main contribution the recommendation for further investigations on the area about the importance of considering and using separately an analysis of the inherent and manipulated risks in studies about the e-commerce consumer behavior.