Consumer Behavior on Internet Technology Adoption

The user friendliness of the Internet has captured the interests of many individuals. Today, the use of Internet is not limited to information searching but also expands to other daily activities such as online banking and shopping. However, reports indicate that consumers vary in their levels of Internet adoption mainly due to perceived risk associated with online transactions. This study explores the roles of perceived risk in determining the types of online activities which consumers prefer. In addition, the effect of consumers’ level of experience on perceived risk is examined. The results show that transaction features are less preferable when consumers perceived risks levels are higher. Consumers experience using a technology moderates perceived risks resulting in higher levels of adoption. We discuss the implications and some future directions of research. Key-Words: Perceived risk, experience level, Internet, e-commerce, consumer behavior, technology adoption.