Consumer perceived risk in online shopping environment via Facebook as medium

  • Authors

    • Charu Panwar Associate Professor/Executive DirectorAvviare Educational Hub, Noida
    2018-09-24
    https://doi.org/10.14419/ijet.v7i2.18.11017
  • Perceived Risk, Behavior, Online Shopping, Facebook, Determinants

  • Abstract

    The study aims to understand the consumer buying behavior while shopping online. The study unveils the multidimensional perceived risk in online shopping that will be helpful for the marketers in mitigating the perceived risk. The study used universally accepted determinants of consumers’ perceived risk namely financial risk, product risk, delivery risk, time risk and privacy risk. This multi-pronged perceived risk has significant impact on the online shopping behavior of the customer and adversely affects their purchase behavior. The total number of 180 respondent has been selected for the primary study. The convenient sampling method of non-probability sampling has been used for selection of respondents. The study found that the demographics have a major role to play on consumers’ perception towards online shopping. Income and gender are the two important factors identified that may have considerable impact on consumers’ perception towards online shopping. T-test, ANOVA and regression analysis has been used for data analysis purpose.

     

  • References

      • [1] Amel, G., Maachou D.E., Mohamed B., (2014), The impact of Environmental Factors on Impulse Buying Behavior Using the Mehrabian and Russell’s Framework, Leonardo Journal of Sciences, Vol-4, Issue-9.

        [2] Banerjee, N., Dutta, A., & Dasgupta, T. (2010). A study on customers' attitude towards online shopping-An Indian perspective. Indian Journal of Marketing, 40(11), 36-42.

        [3] Banyte, J., Rutelione, A., Gadeikiene, A., & Belkeviciute, J. (2016). Expression of Irrationality in Consumer Behaviour: Aspect of Price Perception. Inzinerine Ekonomika- Engineering Economics, 27(3), 334–344. In-line Citation:(Banyte, Rutelione, Gadeikiene,

        [4] Bauer, R. A. (1960). Consumer behavior as risk taking. Dynamic Marketing for a Changing World: Proceedings of 43rd Conference, American Marketing Association, (pp. 389-398). Chicago.

        [5] Bhatnagar, A., & Ghose, S. (2004). Segmenting consumers based on the benefits and risks of Internet shopping. Journal of Business Research, 57(12), 1352-1360. https://doi.org/10.1016/S0148-2963(03)00067-5.

        [6] Brooker, G. (1984). An assessment of an expanded measure of perceived risk. Advances in Consumer Research, 11, 439-441.

        [7] Cases, A. S. (2001). Perceived risk and risk-reduction strategies in Internet shopping. The International Review of Retail, Distribution and Consumer Research, 12(4), 375-394. https://doi.org/10.1080/09593960210151162.

        [8] Cunningham, S. M. (1967). The major dimensions of perceived risk. Cambridge: Harvard University Press.

        [9] Forsythe, S. M., & Shi, B. (2003). Consumer Patronage and Risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875. https://doi.org/10.1016/S0148-2963(01)00273-9.

        [10] George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198-212. https://doi.org/10.1108/10662240410542634.

        [11] Hualin Wang (2015), Study of Influencing Factors on Consumer Online Impulse Buying,June 2015,Volume 4, Issue 2.

        [12] Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Proceedings of the Third Annual Conference of the Association for Consumer Research (pp. 382-393). Chicago: Association for Consumer Research.

        [13] Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88. https://doi.org/10.1080/10864415.1996.11518283.

        [14] Kalla, S. M. (2016). Impulse Buying: What Instills This Desire to Indulge? Journal of Business and Retail Management Research (JBRMR), 10(2), 94–104.

        [15] Khorrami, M. S., Esfidani, M. R. E., & Delavari, S. (2015). The Effect of Situational Factors on Impulse Buying and Compulsive Buying: Clothing. International Journal of Management, Accounting and Economics, 2(8), 823–837.

        [16] Kotler, P. (2009). Marketing Management. New York: Prentice Hall.

        [17] Lee, F., & Kim, I. (2008). Online consumers' perceived risk analysis: a graphical modeling approach. Journal of Academy of Business and Economics, 8(1).

        [18] Lim P.L., & Rashad Y., (2015), What Internal And External Factors Influence Impulsive Buying Behavior In Online Shopping? Global Journal of Management and Business Volume 15 Issue 5.

        [19] McCorkle, D. E. (1990). The role of perceived risk in mail order catalog shopping. modeling approach. Journal of Academy of Business and Economics, 8(1).

        [20] Noort, G. V., Kerkhof, P., & Fennis, B. M. (2007). Online versus conventional shopping: consumers’ risk perception and regulatory focus. Cyberpsychology & behavior: the impact of the Internet, multimedia and virtual reality on behavior and society, 10(5), 731-733. https://doi.org/10.1089/cpb.2007.9959.

        [21] Sahney, S., Shrivastava, A., & Bhimalingam, R. (2008). Consumer Attitude towards Online Retail Shopping in the Indian Context. The Icfai University Journal of Consumer Behavior, 3(4), 34-68.

        [22] Sharma & Kaur (2015), The Impact Of Demographic Factors On Impulse Buying Behaviour Of Online And Offline Consumers (A Case Study Of Punjab, Haryana, New elhi And Chandigarh), International Journal Of Engineering Technology, Management And Applied Sciences, Vol-3,Issue-9.

        [23] Sharma, P. Sivakumaran, B. Marshall R (2010), “Investigating impulse buying and variety-seeking: towards a general theory of hedonic purchase behaviorsâ€, Advanced Journal of Consumer Research,Vol. 33(1), pg.388.

        [24] Stilley, K. M. Inman, J. J. and Wakefield, K. L. (2010), “Planning to make unplanned purchases? The role of inâ€store slack in budget deviationâ€, Journal of Consumer Research, Vol. 37(2), pp. 264-278. https://doi.org/10.1086/651567.

        [25] Swinyard, J. C., & Smith, S. M. (2003). Why people (do not) shop online: A lifestyle study. Internet Journal of Consumer Psychology and Marketing, 20(7), 567-597. https://doi.org/10.1002/mar.10087.

        [26] Zheng, L., Favier, M., Huang, P., & Coat, F. (2012). Chinese consumer perceived risk and risk relievers in e shopping for clothing. Journal of Electronic Commerce Research, 13(3), 225-274.

  • Downloads

  • How to Cite

    Panwar, C. (2018). Consumer perceived risk in online shopping environment via Facebook as medium. International Journal of Engineering & Technology, 7(4), 2485-2490. https://doi.org/10.14419/ijet.v7i2.18.11017

    Received date: 2018-04-03

    Accepted date: 2018-05-30

    Published date: 2018-09-24