Consumers' Behaviour Towards Internet Technology and Internet Marketing Tools

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Executive Summary

The accessibility of the Internet and lower costs of doing transactions has given rise in customers bargaining power and intense global competition. Although the Internet has great potential for consumer value reports indicate that consumers vary in their levels of Internet adoption. Among the factors causing consumers lack of adoption is perceived risk associated with online transactions. This paper explores the roles of perceived risk and user's experience level in determining consumers' adoption level. In addition, the effect of consumers' level of experience on perceived risk is examined. Meanwhile, customers' behaviors vary depending on several factors such as demographics, technology literacy and experience level and so forth which will then influence their assessment of service quality entailing brand loyalty.

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