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

tested with Internet and 38% have already experience of purchase on this medium. Our assumption 3.2 affirmed that a strong relation existed between the perception of the risk on Internet and the experiment of use, and the perception of the risk on Internet and the experiment of purchase on this medium.

That proves to be false for the experiment with Internet, but true for the experiment of purchase with the risks of safety and mark of the site.

Indeed, the experiment with Internet and the risks perceived are not dependant. Thus, an individual little tested with Internet will perceive an identical level of risk of the electronic trade that an individual experienced with Internet. That can considered to be astonishing since at the time of the first steps with Internet, one often has difficulties in navigation, search of information or products, the comprehension of operations of the certificates... and thus a risk of waste of time, safety or mark more important. This noncorrelation between the level of experiment and each factor thus allows us 2 large criticisms.

First of all, companies Internet invested much to facilitate the Internet and to make it easily usable for all. Thus, the tested little manage to sail easily between the sites and to find information or products necessary. That was supplemented by an external communication with Internet : viral marketing, testimonys, presentation of the figures press/TV... which gave them a confidence, comparable with tested Internet, on more pointed subjects like the risks of safety.

However, considering the equality of perception enters tested and little tested, that means that the sites did not know to persuade the senior ones of Internet to pass the course of the purchase on line. Thus, that information on safety, the services, certificates... available on line, did not convince not tested to buy on line, because of their absence, complexity...

On the level of nonthe experiment of purchase this time, 2 risks prevail, they are the risks of safety and mark. We note that they are not risks « basic » like navigation or of risks « subjective » like the produced risks, but well of complex risks, dependant on problems of confidence.

It is natural that the risk related to the use of the Blue Chart, as long as inexperienced, is always quoted. In the same way for the risk of mark, where not tested in the purchase miss confidence in their merchant.

That confirms a problem of communication of the sites, like city previously. Indeed, these 2 risks are related to the certificates which the site can have : certificate of protected transactions and/or certificate of validity of the site.

A work is to be realized on tested Internet which still fears the purchase on line. It is not normal to realize that their fear of the purchase on line identical to little is tested Internet. That thus means well that the companies invested on basic things like the facility of navigation and in sedentary tools, but a more pointed communication on these tools must be addressed to these exerted Internet. After the stage confidence and utility of Internet, the companies must communicate on one 2nd stage which is confidence in the purchase on line with the explanation of the tools, certificates...

That is all the more true as, as announced in the theoretical part, familiarity with Internet can involve a conscience, more important risks and limits of this type of trade (Salkin, 1999).

It would have been interesting to carry out a thorough study according to the seniority of the use of the Internet, the frequency of use and connection to high flow. Indeed, a study of Nielsen/NetRatings affirms that 45% of accustomed of more than 3 years, of the Internet buy in line against 15% for tested of less d'1 year, in the same way for 51% of connected daily, against 15% connecting 1 to 3 times per month and finally for 44% of the holders of the high flow against 31% for off-line to the high flow. This differentiation more pointed than our system used, gathering the seniority and the frequency, would certainly have revealed significant disparities in the risks.

Assumption 3.3 affirmed that the relation between the risk perceived by an individual and the request to reduce this risk was not dependant. Indeed, taking as a starting point To place and Delquie (1997), presented in the theoretical part, we considered that, following the investments carried out by the companies of the Net for a few years, certain risks had been still perceived, but the Net surfers did not think that it was still possible to reduce them, and thus did not put ahead the need for the investment which it preferred to see in other risks, perceived like less.

That does not prove to be the case. Indeed, as in 1999, a correlation exists between the perceived risk and the associated investment. The classes and their classification, presented at the beginning of analysis are respected. That means well that the Net surfers estimate that investments, and thus the development of tools, can still be carried out for each risk. This result is however related to the lack of information available to the Net surfers on the investments already carried out to limit the risks.

Only one exception is dependant at the request of investment attached to the contents of the site. Indeed, the individuals still have doubts about the description of the products, their presentation... but estimate that other investments have priority. However, this characteristic is not clearly significant.

Assumption 4 made it possible to see the distinction of the perceived risks which the individual vis-a-vis the product carried out. We affirmed that the resentment of perceived risk was strongly different according to the type of product. Thus, the risks of waste of time, prices, contents of the site, product, post-purchase and mark of the site were to be higher for an important purchase, the risks of equal safety and intimacy. This assumption proves checked in the same direction for all the risks. Thus, each situation of risk reveals that the purchase of a portable computer on Marcopoly.com is significantly higher than the purchase of a book on amazon.fr.

It is obvious that for the risks of safety and intimacy, this figure is very surprising. That would mean that with more the transaction is of rising high, with more the individual fears to be made divert its number of Blue Chart and to be made record its personal data.

This result is all the more surprising that Amazon.com is one of the most famous sites to preserve the personal preferences, while proposing with each visit, a 1ère personal page, according to its preferences observed thanks to the cookies, and thus where the risk of intimacy is strong. In the same way, marcopoly.com is a subsidiary company of wanadoo, proposing powerful tools of research, sorting and of comparison, and multiplying the certificates of safety (Fevad, Fianet...).

Perhaps this result was amplified because of the lack of popularity of the site Marcopoly.com. This choice of site was made because it is about the one of only pure the French player of electric household appliances. A click and Mortar like fnac.com or darty.com would have distorted the test.

It would be enriching to develop this assumption while comparing, more still, the risks perceived according to a sum of products, but also according to various types of sites : Pure player, click and mortar of distribution, click and mortar of service...

Nouus let us can thus observe the types of risks proposed if it is about a complex product, expensive... or of a site very known on Internet, very known physically...

A thorough study of the literature enabled us to determine the topic of risk perceived marketing, determined by the individual, the product and the situation, and to bring it closer with the electronic trade with the study Parachiv and Zaharia (1999). The development of our assumptions and our study per questionnaire, turned around 8 risks perceived in the electronic trade, were revealing of an evolution in the use of Internet, perceptions different or not according to individual characteristics' and of a lack from education of the companies vis-a-vis the Net surfers.

In comparison of the theoretical part and our analysis, we observe that the companies of the fabric carried out a number of investments in the promotion of Internet and navigation, that they are internal with ergonomics, presentation... or external with the development of the high flow and the fall of the prices. The training of Internet was thus done more easily by a simplification of navigation. The individuals gained in confidence in the Internet and acquired new practices in their navigation (comparisons of the prices, of the products...). This simplification of access and the attractivity of Internet, made it possible to reduce the difference in risks perceived between men and women and to recover an important economic source of the family. Thus, between 1999 and 2004, the perception of the risks was tightened ; today, only the risk of safety is higher for the women. This strategy will also apply for the age. Indeed, in 2004, the risks relating to the training (waste of time) and spending patterns (risk of product and intimacy) are a function of the importance of the age, but, just like for the sexes, with time, balance will be fixed. Always in this type of classification, we observe an important difference between the people being gainfully employed and the others. What arises, mainly, is the fact that these individuals are ready to pay expensive for a better service.

Perhaps the companies thought that this stage of an Internet « more accessible » would be sufficient in the suppression of the perceived risks...

A second stage is necessary to eliminate divided a priori by the individuals on the electronic trade in their making try out the purchase. Indeed, our study showed that a significant difference in perception of risks existed between not tested and tested purchase on line.

Admittedly, for a few years, the companies of the Net have invested much in order to strongly reduce the risks ; but the study shows that the Net surfers still require investments in relation to their perceived risks.

The principal problem of the E-trade, today, is that following the delay of the tradesmen in his launching and to the on-mediation of the risks, to preserve the cow at milk of the minitel, today, the perceived risks do not correspond at all to the real or objective risks. In comparison with the study, perceived risks and real risks are completely opposite. The obstacle with the electronic trade is thus more in psychology of the Net surfers that in the investments to be realized. This factor of confidence is all the more important as it is necessary to pass to the act. The point of meeting between supply and demand is not enough to generate the sale, the psychological factor of confidence must be present at each of the two parts (Bernat, 2001).

It is necessary, for the sites, to invest in the communication of these sedentary tools, in order to change a priori Net surfers. Admittedly, of many sites propose clear information as regards safety, but more half do not propose this information in a sufficiently accessible way. Proof that this « education » of the consumer is not optimum, we could observe that the fact that one is tested or not with Internet made perceive the same risks. It is thus a question of re-examining the ergonomics of the sites to put this safety initially ahead and thus to make more visible the significance of the labels and certifications, engagements of the site, the systems of safety used... and not of carrying out the site in a single direction of promotion of the products. Thus, the explanation of the safety measures and labels would allow the reduction in the first perceived risks of safety and mark. A clear presentation of the identity of the site would allow a larger connection and a more important confidence since the bond would be real ; we think in particular of the risk of intimacy and after-sales.

This problem of confidence is even truer for France than for the other countries, since it is found only in the 9th European place (Europe of the 15) on the degree of the confidence in the electronic trade. With that the fact is added that in spite of a great French evolution, a delay, in a number and proportion, is always present for the number of Net surfers, consumers, high flow... compared to countries economically identical. Considering the important delay of France in this perception of the perceived risk, it is now a question of communicating on this topic, more than our world neighbors.

This problem is related on the sites, but also to the State ; after the campaigns to promote the use of Internet and the introduction of powerful tools, the State must, henceforth, throw of great public debates and campaigns to create signs recognized of all and to promote the safety of the Net.

Despite everything these observations, analyzes and critical, two great limits are to be brought to this study.

First of all, a more complete study should analyze the risks perceived in detail. Indeed, we obtained a classification of the perceived risks, which been used to us as screen for our study and to give to us an account of a difference between perceived risks and real risks. However, the perception of a risk can be even proposed by the Internet him and not by physical bond Internet/trade. Thus, we realized that what characterizes more the risk of price is not the risk to buy on Internet at a price higher than in the traditional trade, but the risk to buy too expensive compared to another site. It would be thus interesting to analyze, more in detail, each risk like that and to carry out, thus, two classifications of the perceived risks ; the first according to the risks perceived on Internet compared to the physical stores and the second according to risks' perceived compared to the problems « specific » with Internet.

Lastly, a limit with the setting in front of the safety of the sites is that, in a relation of the type « one to one », standard physical shop, the customer can raise the questions which it wishes and the salesman can adapt his answers to waitings of the customer ; He does not need to output the integrality of his sales leaflets to him. In a relation of the type « many to many » (a Net surfer among others on a site among others), the speech cannot be adapted to each visitor. The contents must thus envisage all the cases of figure, all the questions of all the Net surfers, without that taking the top on the products, to remain gravitational with respect to the other sites ; what represents a true break-in head for the Web masters.

A study can thus installation with the problems between commercial effectiveness and sedentary effectiveness, which is the happy medium ?

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- Attitude towards the risk: It is about the general predisposition of the consumer to the risk with his interpretation and its degree of appreciation.

- Electronic Trade: The electronic trade gathers all the exchanges and all the transactions which a company or individual can be led to make through electronic media or of a network.

- Dimensions of the risk : It is about the whole of the various aspects of the risk.

- Perceived Uncertainties : Uncertainty is based on subjectivity in the probability of carrying out a bad choice.

- Innovativité : In the field of the behavior of the consumer, the innovativity is the tendency of one individual to the innovation or the predisposition to be informed on the new products and to adopt them.

- Ergonomics: The ergonomics of an Internet site is the convenience of this Internet site through navigation, search for information...

- Labels: The label attests conformity of an Internet site, services or products which it proposes, with preset requirements corresponding to waitings of the Net surfers. The objective is to give a better visibility to a site and the practices that this last applies in its relations with its customers.

- Loss : This concept of negative consequences is the difference between a point of reference and a result lower than this point of reference ; the losses are important by their diversity.

- Reducers of risk : It is about any action, on the initiative of the purchaser or the salesman, used as a strategy of resolution of risk.

- Risk : State where the number of possible events is higher than the number of events which will really occur and for which some measurements of probabilities can be attached there.

- Total Risk : Uncertainty subjectively perceived by an individual as for the whole of the potential losses relating to the determining attributes of the choice of a product in a situation of purchase or consumption given.

- Perceived Risk: In marketing, the perceived risk is a component, nonmeasurable, behavior of purchase, whose amplitude is defined by the individual, the situation and the product. This subjective factor is based on uncertainties of losses, their importance and their consequences multidimensional.

- Objective Risk or reality: A number of states which a situation can take, according to the objective probability of appearance of each state and the loss or the profit which are associated there

- Risk related to the contents of the site (Site risk perception) : miss or bad description of products on the site (visualization of the product, presence of depending information for the purchase on, a number and variety of the products, bad description of the products and their use...).

- Risk of intimacy (Privacy risk perception) : observation or recording of information concerning the spending patterns of the purchaser or the visitor (sale of information concerning the purchaser by the salesman...).

- Risk related to the product (Product risk perception) : problems involved in the product (lack of tangibility, nature...).

- Risk of mark of the site (Brand risk perception) : Absence of confidence in the ensign of Internet site.

- Risk of waste of time (Time risk perception) : Waste of time in navigation on Internet or the site of the salesman (difficulty in finding the product sought, difficulties in seeking on the site of the salesman...).

- Risk of price (Price risk perception) : Absence of confidence on the total price of the product compared to the fact of finding less expensive elsewhere.

- Risk of safety (Security risk perception): Fears concerning the payment in line (flight of the information brought back to the CB...).

Kinepolis is a company which exploits about thirty multiplex cinematographic in Europe.

It seemed to to me interesting to interview an employee of this company, because Kinepolis already tested the sale in line of places of cinema for multiplexes of Brussels (one of the largest cinemas of Europe). In 1999, they invested much and bet on a rate of 40% of sales of places by this ticket in 2003.

The assessment is on the other hand, with only 2% of sales by Internet. The programme of development for all the cinemas was thus stopped.

The causes of this failure is explained by the fact why the cinema is an impulsive purchase (it is 19h, I am bored, I will see a film with 20h) and not a purchase which one provides of long date. The purchase or the reservation is thus slightly used.

Moreover, in the beginning, the expenses of the development of Internet were included/understood in the price of the ticket (ex: ticket = 7€ of which frais=1€). Usually, a ticket of cinema is divided into 2 parts: 50% for film and 50% for the cinema; Kinepolis thus divided 6€ into 2 and not 7€, to support Internet. Jurisprudence condemned to add these expenses and not to withdraw it in the share of the distributer (ex: ticket = 7€ of which frais=1€, share distributeur=50% of 7€ and not 6€).

The expenses of purchases by Internet thus had to be added with the ticket. To hold by Internet thus costs expensive of 0.20 centimes euros than the traditional purchase.

One speaks much about the risks of interception, by a third, banking data of the purchaser on Internet, still very present in the spirits; but one does not speak much about the risks and losses for the company. Indeed, by this system, the Kinepolis company knew many frauds like numbers of non-existent Charts Blue,...

With the origin, created partly, to reduce the wage bill, Internet site made increase the general costs of the company, with the many investments and fresh maintenance, rather than to reduce them, even after 4 years.

The solution, according to him, is the fall of the prices. It is necessary that the prices are much more interesting on Internet to encourage the consumer to hold by this medium.

The studied subject will be useful for them for better realizing of the risks perceived by the consumer and to adapt their services.

INTERNATIONAL PERSON IN CHARGE GUILLEMOT DATA-PROCESSING (company of data-processing products)

I chose to interview a person in charge for this company because the company Guillemot Informatique, just like Kinepolis, carried out sales by Internet by proposing a sum of products for the private individual. However, this company very quickly stopped this type of sales. After a few years in the electronic trade, the investments which the evolution of technologies and the costs required (logistics, management customer,...) were too important compared to the Sales turnover carried out.

For this person in charge, the problem of the logistic costs is the principal problems of many companies on Internet.

On the question, the electronic purchase, can it compete with the traditional sale, it answers me that that depends on the products; there will be always products which one will prefer touch, to test... Moreover, in the description of the act of purchase, there is a feeling of pleasure which one does not completely find on Internet (licks window, ballade,...).

Admittedly, the VPC contradicts this principle, nevertheless, this type of sale is based much more on the practice. Indeed, of the families took the practice to consume by correspondence of mother as a girl. The Internet is a new medium, a pattern spending thus is not created yet.

ABC-netmarketing is a start-up, created in 1998, specialized in marketing on Internet.

This Start-up is trustful in the future of the electronic trade. The figures 2003 (ex: Christmas) show a very positive tendency well, thus, the forecasts are very optimistic.

This commercial explains the bad departure of the electronic trade by a too significant number of sites which wanted to sell on line and to sell of all. Now, a creaming was made, only largest are present.

Certain sectors traditional commercial will be never present on the market one line, it thus confirms the idea of the 2 preceding interviews. Thus, it takes the example of the sites as the hypermarkets which will be present only locally (non durable product and logistic).

Moreover, sites will be present only like window and element of pre-sale, example: 78% of the purchasers of car in the USA first of all went on the site of the mark.

The perception of the risk exists all the same always on Internet. That is due to the media which spoke much about the frauds and also due to the fact that the Man prefers to give his number of chart to a person that with a computer.

This commercial thinks, also, that the market electronic commercial was décrédibilisé by the «Large ones» of the traditional trade, which saw in Internet an important competitor.

To reduce this risk, the companies must invest in pedagogy. Thus, they must explain to the Net surfer what is the hacking, how they are protected, to explain the various means of payment, to develop the FAQ (fair with the questions)...

Lastly, the future of the electronic trade will be also played in logistics. It will be a question for the sites of reducing times of delivery,...

We also attend on Internet an evolution of the risks with more risks present for the sites and less for the consumer (non-existent account numbers,...).

It encourages me in my research which it judges interesting to measure the evolution and a «image» at the moment T of the risks perceived by the Net surfers.

Within the framework of a research task, we lead an investigation into the behavior of the consumers on Internet.

Our questionnaire will ask for a score of minutes to you. All your answers will remain strictly confidential. There are no maid or bad answers. These are only the preferences which interest us, and this with fine statistics.

Situation A. One offers a lottery ticket to you where you have 50% of chance to gain

We will ask you some questions concerning the factors likely to influence your behavior of purchase of an unspecified product, about an unspecified Internet site.

1 = unimportant factor (it does not influence my decisions of purchase on Internet)

4 = factor of average importance (it influences my decisions of purchase moderately)

7 = very important factor (it influences in a determining way my decisions of purchase)

	Factor of influence of unspecified product-site purchase	Concerning my decisions of purchase on Internet
1	The risk of later use by others of your number of bank card	Unimportant Determining ? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
2	Confidence in the Web site of the salesman	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
3	The risk that, in the future, the salesman could sell information concerning you with other sites salesmen	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
4	The nature of the product (the product is perishable, fragile and/or requires a perilous transport)	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
5	The waste of time before finding the product sought on Internet	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
6	The absence of tangibility with the products before making the decision of purchase (possibility of touching...)	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
7	The good description of the products and their use on the site salesman	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
8	The possibility of visualizing the product on the site (photo, animation)	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
9	Facility to find information sought on the site (good organization of the site)	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
10	The presence of relevant information for the purchase (in terms of comparative prices) on the site salesman	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
11	The number and variety of the products available on the site salesman	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
12	The price of the product	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
13	The amount of the expenses of delivery	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
14	To propose a fast parcel delivery	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7
15	To propose a customer service (councils, guarantee, refunding...)	? ? ? ? ? ? ? ? ? ? ? ? ? 1 2 3 4 5 6 7

Here a list of strategies which the companies could adopt to convince more consumers to make their purchases on Internet. Which is, in your opinion, the degree of priority of the efforts which the companies should make to achieve this goal ?

Please specify, for each factor, the degree of risk which you feel, at the time of the purchase of each one of these 2 products.

Uncertainties concerning the stages after the sale (deliveries, contacts, assistance,...) :

	The PURCHASE ON Internet... WHEN I BUY ON Internet...	1 = Completely in dissension 7 = Completely of agreement
1	When one buys on Internet, one exposes oneself to more nasty surprises than of good surprises.	1	2	3	4	5	6	7
2	When one buys on Internet, there is the risk to be made steal and divert its number of bank card.	1	2	3	4	5	6	7
3	When one buys on Internet, one takes more risks than in store.	1	2	3	4	5	6	7
4	I believe that it is even surer to give its number of bank card per telephone or fax that on Internet.	1	2	3	4	5	6	7
5	With all that one hears around the electronic trade, I rely on this sector.	1	2	3	4	5	6	7
6	The brittleness of certain products makes their delivery difficult and consequently their very risky purchase on Internet.	1	2	3	4	5	6	7
7	The perishable character of the products is a major barrier to their purchase on Internet.	1	2	3	4	5	6	7
8	Impossibility of touching, of palpating, is a major barrier to the purchase of certain products on Internet.	1	2	3	4	5	6	7
9	When one buys on Internet, it is necessary to buy known marks if not one exposes oneself to nasty surprises.	1	2	3	4	5	6	7
10	When one buys on Internet, it is important to have already good experience of purchase of the product which interests us.	1	2	3	4	5	6	7
11	On Internet, there are many fraudulent sites (cashings without delivery, any postal address,...)	1	2	3	4	5	6	7
12	«Protected» Internet sites do not inspire really confidence to me.	1	2	3	4	5	6	7
13	On Internet, it is preferable to buy on a site known at a price higher than to buy on an unknown site at a weaker price.	1	2	3	4	5	6	7
14	When one buys on Internet, one exposes oneself so that the product that one will receive does not correspond to our waitings.	1	2	3	4	5	6	7
15	When one buys on Internet, the problems of delivery are important (times, costs, errors,...)	1	2	3	4	5	6	7
16	It is preferable to buy on an Internet site proposing an after-sales service, at a price more raised, than to buy on an Internet site without customer service, at a weaker price.	1	2	3	4	5	6	7
17	When one buys on Internet, the guarantees offered for the bought products are comparable with the guarantees of the same products bought in store.	1	2	3	4	5	6	7
18	When one buys on Internet, one does not profit from any customer service after his purchase.	1	2	3	4	5	6	7
19	When I buy on Internet, I have the fear not to know with which to inform me in the event of problem.	1	2	3	4	5	6	7
20	The transactions carried out on Internet can easily be observed by a third.	1	2	3	4	5	6	7
21	It is very pleasant to make its purchases on a personalized Internet site which takes account of its preferences.	1	2	3	4	5	6	7
22	I do not like the idea that somebody can perhaps record all the purchases which I make via Internet and thus learns how to know me without I knowing it.	1	2	3	4	5	6	7
23	After a purchase on Internet, one exposes oneself to receive many nondesired advertizing advertisements.	1	2	3	4	5	6	7
24	One saves time by making his purchases on Internet.	1	2	3	4	5	6	7
25	For the search for information, the contact with a salesman is more effective than to look on Internet.	1	2	3	4	5	6	7
26	On Internet, one often loses much time before finding the product required.	1	2	3	4	5	6	7
27	I lose much time to sail on the sites of sale.	1	2	3	4	5	6	7
28	I often find information relevant (in term of comparative prices) on Internet site of the salesman.	1	2	3	4	5	6	7
29	In general, on Internet, descriptions of products to be sold leave something to be desired.	1	2	3	4	5	6	7
30	In general, on Internet, the products are clearly visible by images and/or vidéos.	1	2	3	4	5	6	7
31	There are more choice of products on Internet that in the stores.	1	2	3	4	5	6	7
32	The price of the products on Internet (except additional costs : delivery...), are lower than in the traditional trade.	1	2	3	4	5	6	7
33	The price differences between Internet sites are larger than for the traditional trade.	1	2	3	4	5	6	7
34	Very included/understood, when I buy on Internet, the prices are, in general, higher than in the traditional trade.	1	2	3	4	5	6	7
35	Before buying on Internet, I would compare much the prices with the traditional trade.	1	2	3	4	5	6	7

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

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.

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.

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€...

QUESTIONNAIRE