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Perceived Risk and Online Shopping Intention: A Study Across Gender and Product Type

Author

Listed:
  • Stuart Dillon

    (University of Waikato Management School, Hamilton, New Zealand)

  • John Buchanan

    (University of Waikato Management School, Hamilton, New Zealand)

  • Kholoud Al-Otaibi

    (University of Waikato Management School, Hamilton, New Zealand)

Abstract

As online shopping growth continues, electronic retailers are recognizing the need to understand risk perceptions of (prospective) customers so as to remove impediments to continued growth. One particularly fruitful area of research concerns the perceptions of online shoppers to product, financial, privacy, time/inconvenience, psychological, and product source risk. Equally important is to understand differences in risk perceptions between males and females and also how such perceptions vary across different product types: digital (e.g. music), and non-digital (e.g. apparel). Utilizing an online survey of undergraduate college students, findings show that female respondents consistently perceived greater risk than males, with significant differences for product and financial risks for both product types. The “experiential” nature of apparel shopping was highlighted by online shopping intention being explained by psychological (male and females) and product (females) risk only. Overall, perceived risk was found to negatively influence intention to shop online by gender, especially with females.

Suggested Citation

  • Stuart Dillon & John Buchanan & Kholoud Al-Otaibi, 2014. "Perceived Risk and Online Shopping Intention: A Study Across Gender and Product Type," International Journal of E-Business Research (IJEBR), IGI Global, vol. 10(4), pages 17-38, October.
    • Handle: RePEc:igg:jebr00:v:10:y:2014:i:4:p:17-38
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    Cited by:

    1. S. G. Li & Y. Q. Zhang & Z. X. Yu & F. Liu, 2021. "Economical user-generated content (UGC) marketing for online stores based on a fine-grained joint model of the consumer purchase decision process," Electronic Commerce Research, Springer, vol. 21(4), pages 1083-1112, December.
    2. A.K.D.N. Dilshani & S.M.N. Praveeni & W.D.M. Wanigasekara, 2022. "Social Commerce Impact on Consumers’ Purchase Intention among Generation-Z Consumers in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(3), pages 652-659, March.

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