Risk, Drivers, and Impediments to Online Shopping in Spain and Japan

摘要

This study presents a comparative study of e-commerce in Spain and Japan. Significant differences may be noted between the two countries with regard to their respective technological infrastructure, delivery and payments systems, online experience, and shopping styles. We propose that these commercial and cultural differences are related to the perception of risk in e-commerce as well as to the motives and impediments for online buying. An empirical study conducted to compare online buyers in both countries indicated that Japanese buyers perceive less risk than Spanish buyers and that they especially value convenience and the scope of possibilities offered by online shopping. However, and contrary to our expectations, Japanese buyers found greater impediments in transaction costs and in the absence of personal relationships.