The purpuse of this article was to identify dimensions of perceived risks in the e-commerce by Internet users that have already bought products or services by this mode of buying and by those that haven't yet. The results of this investigation came by a survey using a sample of 200 Internet users. Of these, 111 were in the group that had never bough by the Internet, leaving 89 that already had. The use of multi-variable statistics identified the risks of information protection, future lost opportunity and physical damage of the acquired goods by the users that had already bought by the net and for the ones that had never bought, the risks of loss of socializing and satisfaction were added. The users that never bought by the e-commerce perceived more dimensions of risks and to a larger degree than those who had already used the Internet as mode of buying.
Internet; electronic commerce; consumer behavior; perceived risks; kinds of risks
