| ABSTRACT | 第5页 |
| 摘要 | 第6-9页 |
| Chapter 1 | 第9-12页 |
| 1.1 Introduction | 第9-10页 |
| 1.2 Description of the research | 第10-12页 |
| Chapter 2: Background | 第12-19页 |
| 2.1 International online market | 第12-14页 |
| 2.1.1 Emerging markets for e-commerce | 第13-14页 |
| 2.2 Colombian online market | 第14-19页 |
| 2.2.1 Colombian scenery for ecommerce | 第14-15页 |
| 2.2.2 Government support for the growth of electronic commerce | 第15-16页 |
| 2.2.3 Important growth of products and services to consumers in Colombian market | 第16页 |
| 2.2.4 Most popular sectors in Colombian market | 第16-17页 |
| 2.2.5 Motivations for buying online for Colombian costumers | 第17页 |
| 2.2.6 Most valued factors and more common problems when buying online | 第17-19页 |
| Chapter 3: Literature | 第19-41页 |
| 3.1. Online Consumer behavior | 第19-28页 |
| 3.1.1 Motivations that lead consumers to buy online | 第19-20页 |
| 3.1.2 Different kinds of online costumers | 第20-22页 |
| 3.1.3 Kinds of products bought online | 第22-23页 |
| 3.1.4 Factors that block consumers from buying online | 第23-25页 |
| 3.1.5 Online shopping factors that persuade costumers to purchase | 第25-28页 |
| 3.1.6 Online consumer behavior literature table | 第28页 |
| 3.2. Online perceived risks | 第28-38页 |
| 3.2.1 Perceived risk in e-commerce | 第28-29页 |
| 3.2.2 Risk and online shopping | 第29-31页 |
| 3.2.3 Perceived risk and trust | 第31-32页 |
| 3.2.4 Importance of perceived risk | 第32-33页 |
| 3.2.5 Sources of Perceived Risk | 第33-35页 |
| 3.2.6 Perceived risk in the purchasing process and its components | 第35-36页 |
| 3.2.7 Risk perception literature table | 第36-38页 |
| 3.3. Conceptual model | 第38-41页 |
| 3.3.1 Kinds of perceive risk to be analyze in the research | 第39-40页 |
| 3.3.2 Online product categories to be analyzed in the research | 第40-41页 |
| Chapter 4: Hypothesis | 第41-44页 |
| Chapter 5: Methodology | 第44-62页 |
| 5.1. Data Collection | 第44-50页 |
| 5.1.1 The survey | 第44页 |
| 5.1.2 Questionnaire | 第44-47页 |
| 5.1.3 Measurement | 第47-49页 |
| 5.1.4 Testing | 第49页 |
| 5.1.5 Spanish version of the survey | 第49-50页 |
| 5.2. Data analysis methodology | 第50-53页 |
| 5.2.1 First analysis, Global analysis | 第50-51页 |
| 5.2.2 Second Analysis: A risk perception analysis vs. commercial sector | 第51-53页 |
| 5.3. Data Analysis | 第53-57页 |
| 5.3.1 Analysis of the demographic questions | 第53-54页 |
| 5.3.2 Global analysis of Consumer behaviour and perceived risks in general | 第54-56页 |
| 5.3.3 Risk perception analysis. Statistical analysis | 第56-57页 |
| 5.4. Data analysis of risk perception by risk | 第57-62页 |
| 5.4.1 Financial risk | 第58页 |
| 5.4.2 Product risk | 第58-59页 |
| 5.4.3 Convenience risk | 第59-60页 |
| 5.4.4 Non delivery risk | 第60-61页 |
| 5.4.5 Return policy risk | 第61-62页 |
| Chapter 6: Conclusions | 第62-69页 |
| 6.1 Conclusions by Conceptual framework | 第62-66页 |
| 6.1.1 Clothes | 第63-64页 |
| 6.1.2 Food by delivery | 第64-66页 |
| 6.1.3 Electronics | 第66页 |
| 6.2. Limitations | 第66-67页 |
| 6.3. For future research | 第67-69页 |
| References | 第69-75页 |
| Attachment | 第75-79页 |
| Attachement | 第79-83页 |
| Acknowledgements | 第83页 |
