The Captcha Conflict — A Consumer’S Choice Between Security and Convenience

Abstract

The web has become a mainstream shopping channel in developed countries. Whereas 79 percent of Americans use the Internet, 72 percent of these Internet users shop online and 78 percent seek information online about a product or service prior to an intended offline purchase (Pew Internet n. D.). Similarly, online shopping in Australia is booming. Internet shoppers spent an average 2,500 A$ in 2007 with online sales expected to grow to around $10 billion over the next five years (Sydney Morning Herald, 2011; The Daily Telegraph, 2007). For shoppers the web offers vast information and 24/7 access to online stores worldwide. Consequently for 78 percent of Internet users convenience is the main reason to shop online, followed by saving time and the chance to get bargains (Horrigan 2008). Furthermore online experience, using the web for work and other activities such as reading news, predicts online buying behavior (Bellman, Lohse and Johnson 1999).