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the internet more frequently and searches information through the internet more often. Limayem, Khalifa et al. 2003 added personal innovativeness as another
personal characteristic in order to online shopping. Yang and Cho 1999 examined the impact of consumers’ need for cognition, and search objectives on
consumer information search through the internet.
2.5.2 Website
Another group of factors that seems to be important for adoption is website related factors. The KNP Report on the Internet User Research 1999 published by
IMResearch showed that user satisfaction with the website is decided by information quantity, design, transmission speed, user-friendliness of search
structure, and update pace. It suggests that website characteristics are likely to influence consumer information search through the internet.
2.5.3 Perceived risk
Besides there are several academic studies working on perceived risk. According to Koller 1988, the degree of importance of the situation determines the potential
effect of risk. Customers unwillingness toward to complete online Consumers have shown reluctance to complete online transactions Hoffman, Novak et al.
1999, primarily due to risk concerns. Therefore, perceived risk is posited as a prominent barrier of consumer acceptance of online services in an e-commerce
environment. Consumer perceptions of risks inherent in product adoption and usage have been studied for many years by Bauer and Cox 1967; Dowling and
Staelin 1994. This immense literature on perceived risk however has not been applied to the relatively new e-services context in an attempt to better predict
evaluation and adoption. Recent research explores the issue of perceived risk in the context of the unfairness
of price by Wirtz, Kimes et al. 2003. They found perceived unfairness of pricing generates perceptions of financial risk. Other researchers Kolsaker, Kelley et al.
2004 found that perceptions of risk and convenience are strongly associated with a reluctant to purchase airline services online. Also the authenticity of the
company or product is not under question; therefore, it is likely that risk
