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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 11: Perceived Risk and Trust
Vendor Risk

In real shopping, the physical setting tends to be somewhat reassuring. At least there is a place they can go to complain if there is a problem. Not so on the Internet. The lack of tangibility can make consumers nervous. The successful online vendors will be ones that create trust.

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