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The impact of perceived risks towards customer attitude in online shopping
Lu, Man Hong1, Wan Farha Wan Zulkiffli2, Nurul Hasliana Hamsani3.
Many past studies only investigated the impact of perceived risks and customers’
attitude towards online shopping intention. Therefore, this study shown the impact of perceived
risks towards customers’ attitude in online shopping. This study aim to identify the elements of
perceived risks and the most influential types of perceived risks towards customers’ attitude in
online shopping. Four independent variables which are product risk, financial risk, non-delivery
risk and psychological risk are selected. This study used quantitative method research by
selected 200 respondents at Pengkalan Chepa, Kelantan, Malaysia by using convenience
sampling method. The findings showed that product risk, financial risk and non-delivery risk are
positively significant relationship between customers’ attitude in online shopping while
psychological risk is negative significant relationship between customers’ attitude in online
shopping. Besides, product risk are selected at most influential risk through multiple regression
analysis in this study. Indeed, through this study, E-commerce Malaysia such as Zalora.com can
improve overall customer satisfaction in online shopping services.
Affiliation:
- Universiti Malaysia Kelantan, Malaysia
- Universiti Malaysia Kelantan, Malaysia
- Universiti Malaysia Kelantan, Malaysia
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