Consumer perceptions of internet-based e-retailing: An empirical research in Hong Kong

Purpose: This paper aims to explore consumer perceptions of Internet-based e-retailing in a highly concentrated retail market environment. Design/methodology/approach: The present research incorporates market and social factors to examine consumer attitude and behavioral intention to use internet-based e-retailing based on the survey data collected from individuals in Hong Kong. Findings: The empirical results suggest that perceived usefulness and perceived ease of use have positive impact on consumer attitude towards e-retail business. The easily accessible local retail market and the concern about risk in the virtual environment significantly affect consumer attitude and behavioral intention to use e-retailing. However, consumers may consider using e-retailing if they are influenced by particular social groups. Research limitations/implications: Future research can be carried out along similar contextual dimensions to explore consumer behavior and critical success factors of e-retail business in different geographical environments and social contexts. Originality/value: The present findings have theoretical and practical implications for managing and developing e-retail business.