Abstract
This article analyzes the influence of Spanish citizens’ computer knowledge and level of education on their tolerance of, or aversion to, risk in the online purchase of goods and services. To this end, annual survey data from Spain’s National Statistics Institute were used to know the incidence in e-commerce of the following variables: “computer knowledge,” “electronic commerce,” and “socioeconomic characteristics.” A method based on the design of a computer knowledge indicator was used, followed by a bivariate logistic regression to determine computer knowledge and level of education. The results show that the higher the level of computer knowledge, the greater the impulse to buy online and the higher the tolerance of risk. There was also a positive relation between level of education and propensity to buy; the higher the level of education, the greater the propensity.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.