Evolution du comportement du consommateur français dans l'e-commerce B2C

• Guillaume Challouatte
  

• 2.1 Determinants of the risk perceived .......................................... P. 14
  
• 2.2 Dimensions in the literature ...................................... P. 17
  
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• * not developed previously 2.2 dimensions in the literature
  
  • If the minitel is one of the explanations of the delay which France as regards electronic trade knows, the importance of the risks perceived, on Internet, is also a negative factor. Let us study which are these risks...
    
    • On assumption 3.1, we supposed that the attitude vis-a-vis the risk and the perception of the risk on Internet were bound, with more the person said downpour to the risk, with more it perceived risks in the purchase on line. If that proves actually shown, this conclusion would bring an explanation to the differences in use of Internet and a classification of the individuals could be carried out by the companies with an aim of segmenting the population.
      
    • We thus questioned the population on a binary mode of choice risked, as the scale of Woodside (1972) proposes it, developed in the theoretical part.
      
    • In our investigation, approximately 70% of expressed say downpours to the risk, 20% takers and 10% indifferent to the risk. However, this pattern of the settlement is not found in the perception of the risks on Internet. I.e. that, contrary to 1999, no bond exists between the fact of perceiving risks in the use of Internet and the fact of being classified in a general way like downpour or researcher of risk.
      
    • This assertion is with moderate. Indeed, if we rest on a binarisation of the risk (risky or not risky), this rule can be regarded as exact and thus that the psychological aspect of the individual does not return in account in the purchase on Internet.
      
    • However, the taking risk on Internet is not judged by the individual like risky or not risky, as can be to it a lottery has 2 possibilities. Indeed, too large numbers of factors enter in account. Thus, it can consider risky its choice of site but to be sure low price which it will pay and of the safety of payment... A simplistic classification of this type of the individuals cannot thus be carried out by the companies of Internet. The psychological aspect of the individual thus returns well in account, but on very different levels that, contrary to the study of Costin and Zaharia (1999), our study does not show...
      
    • More deepened study, like that of 1999, could have detailed the assertions of measurements of the risk according to several stages, in connection with each time, the answers the preceding one of the individuals:
      
    • - To measure the takers of risks : to gain 0 or 100€ or to gain 75€, gain 0 or 100€ or to gain 87.5€...
      
    • - Conversely to measure the downpours with the risk : to gain 0 or 100€ or to gain 25€, gain 0 or 100€ or to gain 12.5€...
      
    • This study would have enabled us to divide the individuals in several classes : « very taking of risks », « rather taking of risks », « rather downpours with the risks », « very downpours with the risks » and thus to observe a finer tendency compared to the perceived risks. These various classes would certainly have shown a significant correlation for certain risks.