• Jelena M. Vapa-Tankosić Факултет за економију и инжењерски менаџмент Нови Сад
  • Snežana G. Lekić Београдска пословна школа – Висока школа струковних студија


e-commerce, mass media, e-commerce risks


The modern business world is faced with the great possibilities of modern information and digital technologies, and is changing all elements of business activities, as well as the entire way of our living and working. In order for companies to be successful, their managers at all levels should use the benefits of computers, networks and modern technology usage in creating new products and services that will be marketed in order to expand their choice of customers, lower costs, and therefore create the conditions for a faster and more efficient growth of their national economy. E-commerce involves the exchange of business information, the maintenance of business connections and the accomplishment of business transactions through telecommunication networks. The modality of communication between companies and customers is changing considerably, in which mass media (mass media) play an increasingly important role. Mas-media are one of the mechanisms that enable individuals and society to see the world and their place in the world. Their influence creates both global and personal identity . One of the reasons for investigating the risks of ecommerce perception is its many complex aspects of the risks which monitor the execution of online transactions and purchases via electronic means through a public network. A large number of security breaches and the privacy of personal information that often appear in the media influence the perception of ecommerce consumers. In theory, this work contributes to a better understanding of e-commerce risks as well as potentially adverse media impacts on e-commerce on the B2C market. The paper points to the importance of understanding consumer behavior in the B2C market, in order to minimize the potentially adverse media influence that is aimed at creating a negative perception of consumers.


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How to Cite

M. Vapa-Tankosić , J. ., & G. Lekić, S. . (2018). THE EFFECT OF MASS MEDIA ON E-COMMERCE RISK. KULTURA POLISA, 15(4), 125–139. Retrieved from