Consumers' attitude towards e-commerce in Post-Olympics Greece

Abstract

Item does not contain fulltextThis research was undertaken in Greece immediately following the 2004 Olympic Games, prior to which and during the games, the Greek population had sustained exposure to modern technologies including the Internet. This was an opportune and perhaps unique moment to determine if the Greek population was indulging in e-commerce and the factors that influenced such form of Internet shopping. We wanted to determine how the Greeks who were culturally different from say the Nordic peoples of Europe (in whose countries Internet penetration was substantially higher) would perceive e-commerce, whether they were prepared to undertake Internet shopping, whether trust was a factor in a form of shopping in which buyer and seller do not see each other, or even the product involved in the transaction, where payment had to be made well in advance of receiving the goods. A questionnaire containing 79 questions and statements was randomly distributed to 600 people in eight of the largest cities in Greece. The data obtained from 469 competed questionnaires was analyzed. The results lent support to fifteen hypotheses, of which six are presented in this paper