Postrzeganie ryzyka zakupu jako bariery w zakupach internetowych młodych dorosłych
Perceived purchase risk as a barrier in “young adults” online shopping

Summary/Abstract: The purpose of the paper is presenting and analyzing an important aspect of e-consumer behavior – the perception of risk as a barrier in online shopping of young adults. The perception of the risk was evaluated in both qualitative and quantitative researches that were conducted in 2012 as a part of research project ‘Buying behavior of “young adults” on the Internet’. The research result shows that “young adults” perceive internet shopping as rather safe. The more detailed analysis indicates that for “young adults” risk seems not to be a significant barrier in making online purchases.

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