Accommodative and Dissuasive Factors that Affect the Intention to Transact through the Internet in Greece

The growth of Internet transactions in Greece in comparison with those in the European Union, are presented low. Therefore, any related research in the field of e-commerce, can be very useful. The purpose of this study is to reveal some of the factors that facilitate or hinder the intention to transact online in Greece. The results of the study showed that the consumer's perceived importance of an online marketplace existence, the Internet usage and the previous experience of making online transactions, increase the intent for online transactions. On the other hand, the consumers’ perceived risk decreases the intention to transact online.