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| Author: | Järveläinen, J. Puhakainen, J. |
| Title: | Distrust of one's own Web skills: A reason for offline booking after online information search |
| Journal: | Electronic markets
2004 : VOL. 14:4, p. 333-343 |
| Index terms: | Electronic commerce Markets Consumers Computer privacy On-line information retrieval Internet Skills Tourist industry Travel |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | According to previous research, one of the most important reasons for not using an online channel for purchasing is the lack of trust: unfamiliar vendors as well as insecurity of transactions and personal information. However, customers are learning to avoid risks in the Internet and secure online purchasing environments are already available. This study aims to explain the motivations of consumers seeking information online and making the transaction offline with a familiar and reliable company operating both online and offline, using secure transactions as well as guaranteeing information privacy. Approximately 2.500 customers of a passenger cruise company answered a Web survey, which was used to test hypotheses based on media appropriateness theory and related literature. The results suggest that one major cause for preferring offline channels could be lack of trust in customers' own online skills. |
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