“…Since such concerns affect consumer behavior on the Internet, they help to explain why most consumers use the Internet for browsing rather than buying [12,93]. Some researchers suggest that the amount of risk perceived is a major factor in a consumer's deciding whether to shop via a Downloaded by [University of Connecticut] at 13:25 11 April 2015 certain retail channel [19,49,71,86]. Based on this perspective, consumers who perceive less risk on-line than off-line are more likely to switch to on-line channels than risk-laden consumers.…”