C/EI/39. E-Security: Consumer Risk Perception at Primark (Report + Reflective Report)

The Internet users have grown exponentially over the last couple of decades around the globe and the world has already witnessed the rise, fall and re-emergence of e-commerce. One of the major issues in the success and failure of ecommerce is the internet-security or e-security. This paper discusses the issues related to the e-security, especially the customer perception of the risks associated with e-commerce and its impact on their decision to buy or not to buy over the internet. A particular case of cloths retailer Primark is studied to understand the phenomenon. Primary data is drawn through a questionnaire asking Primark customers specific questions about their perception of risk associated with buying online and their level of trust on Primark. The study revealed that there is huge un-met demand among the customers for Primark's e-shopping facility and despite some doubts on e-security, vast majority of customers are willing to use if any such facility is offered by Primark.