Consumer-perceived risk in e-commerce transactions

  title={Consumer-perceived risk in e-commerce transactions},
  author={Al Farooq Salam and H. Raghav Rao and C. Carl Pegels},
  journal={Commun. ACM},
A major promise of the Internet is its potential for online shopping and its benefits in the form of cost reduction, for consumers and businesses alike. For example, according to Penton Research (, using the Web site as a marketing tool provides a compelling means for cost reduction in terms of cost per contact statistics (Internet: $0.98, direct mail: $1.68, telemarketing: $31.16, tradeshows: $162). Yet the new medium is far from the true electronic marketplace of the future… CONTINUE READING
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Foundations of Social Theory

  • J. Coleman
  • 1990
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