Źródła postrzeganego ryzyka a skłonność konsumentów do zakupów on-line w świetle wyników badań własnych
The sources of perceived risk, and the inclination of consumers towards on-line purchases −the results of own studies

Summary/Abstract: The paper presents the results of a study of different categories of risk perceived by the consumers during the online purchase processes. It included the evaluation of the significance of various sources of aforementioned risk, and the estimation of their impact on consumers’ tendency towards the on-line shopping. Additionally, a possibility to create a market segmentation based on the structure of the sources mentioned above was assessed.

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