The objective of this chapter is to introduce the element of trust and risk under alternative environments, and to analyse the electronic grocery and the virtual retail environments. Therefore, we provide the key findings from an empirical survey of UK grocery retail consumers purchasing from the Internet.
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Reference: Bourlakis, M., Papagiannidis, S., & Fox, H. (Forthcoming). Trusting the Avatar: An examination of trust and risk factors in electronic and virtual retailing. In T. Kautonen & H. Karjaluoto (Eds.), Trust and New Technologies. Cheltenham: Edward Elgar Publishing.




