Investigating Consumer’s Perceived Risk toward Online Apparel Shopping: Evidence from Malaysia

سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 323

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شناسه ملی سند علمی:

AAMC12_048

تاریخ نمایه سازی: 22 دی 1396

چکیده مقاله:

This study aims to examine six types of perceived risk such as financial risk, product risk, security risk, time risk, social risk and psychological risk on consumer online purchase intention toward apparel. A total of 350 respondentsparticipated on a survey in Klang Valley. Theory of Planned Behavior is also used to determine the behavioral intention and perceived behavioral control that evaluates consumers’ actual usage and explains the influence of perceived risk on purchase intention. Quantitative analysis was used to test the hypotheses and the relationship between variables. The finding confirmed that five out of six factors of perceived risk has a significant negative relationship towards online apparel shopping. Among the six factors, security risk is statistically the most important factor, whereas social risk was found to be insignificant. This study should provide useful information to the online retailers to identify and reduce risk that may occur in e-commerce activities

نویسندگان

Shaizatulaqma Kamalul Ariffin

Graduate School of Business, Universiti Sains Malaysia, Malaysia

Goh Yen Nee

Graduate School of Business, Universiti Sains Malaysia, Malaysia