Study on Customer's Perceived Risk When Shopping Online

This section of the paper consists of three main parts. First, the research questions that will be addressed, the expected hypotheses and an identification of independent and dependent variables. Second, the supporting literature for the hypotheses is discussed. Third, a conceptualization (definition) and operationalization (measurement) of each independent and dependent variable. Research Questions

Years ago, most people thought that it would remain impossible to click a button and place an order to buy something. Today about “195 million online American consumers” order take-out, book hotels, flights or even grocery shop (Weinstein 1). Many people can pay bills and transfer money to other people through a click of a button on their smartphone. 100,000 online consumers took a survey to reveal that most people preferred online shopping than physical shopping. 73% said it “[was] time saving” and also 58% of those people said they “liked it more because there were no crowds or lines.”(Weinstein 2). Consumers care more about the time used up than going to the store to look and try out the product in person. The internet offers a huge amount of choice and diversity in how people want to do things. But with the majority favoring online shopping, it just shows the laziness of our

Consumers are making purchases daily. There are a number of occasions and reasons prompting people to shop. Special occasions such as birthdays, anniversaries, and holidays all contribute to retail sales. Sustaining one’s daily life through purchase of food, clothing, personal hygiene products and cleaning products also contributes to the economy through commerce. How do most people like to shop? In recent years a new alternative to the traditional brick-and-mortar shopping, online shopping, has increased in popularity. “U.S. e-commerce sales grew from 72 billion U.S. dollars in 2002 to 228 billion U.S. dollars in 2010.” (“Online shopping,” n.d.,

As a ‘fundamental objective ' is about the convenience of online shopping. They are comments, online shopping is easy to find trade from different suppliers at home without having to go to the store. So, it will save you time, then shop in a store, in a retail store you have to go out to a store to another store. In addition to the convenience, customers can shop online without any time limit. You can search the World Wide Web online from Monday to Sunday, is open all year round 24 hours, anytime. It is also convenient for customers to share information through chats or discussion forums, to help others make better buying decisions. This is because the Internet a wide range, customers allow stores around the world, achieving great Internet sales, and comparison shop from the comfort of your home. Online shopping convenience to remove restrictive customers shopping in a store or purchase items they must be based on what is available locally. Online shopping at home than to spend time in places, gathered together more safely. This idea would also apply during peak seasons, such as the lunar New Year, Hari Raya Puasa, Deepavali and avoid large crowds during the Christmas holidays. In this way, it may lose the shopping for outdoor fun. In – store shopping could make social connections than that shopping independently

Online shopping can be more convenient for customers in that: it saves them time.it saves them money, and they have access to a great variety of products. Online shopping brings the shopping to wherever the customer is. There is no need to go out to a physical store, shopping can be done at work, school, and even in the bathroom. This saves customers time by giving them access to the purchase of goods and services when they need it. It is typical for a consumer to have a need for a good or service and forget about it if they can’t seek what they need in a timely manner, which prolongs their need and takes up time. With the convenience of buying anywhere, consumers don’t have to spend gas to go to a physical location. Also, customers go from one store to the other in search of lower prices, with online shopping a customer can view multiple price offerings without having to move and in a matter of minutes. This being said the customer has access to an immense array of products. Different brands and price points are available for comparison without having to move, which makes shopping a breeze.

In the era of rapid development of information technology, online shopping into people's life, especially young people. Online shopping is a blow to the store, so people would compare the advantages and the disadvantages between shopping for goods online and buying goods in store. I think they have their own advantages and disadvantages, and online shopping and shopping in store are both important.

Online shopping is a modern concept which has grown in popularity with the rapid global growth in e-commerce. Apparently, many customers are attracted to this new concept of shopping because of the various benefits and offers of the internet. Online shoppers can enjoy the opportunity to shop at any time whenever convenient using an electronic device without the pressure of going to the traditional brick-and-mortar stores. It also allows browsing through seemingly never-ending options for merchandise or products not available in local stores and can let customers evaluate the different online stores to make comparison between items and products, their brands and prices which is difficult and time-consuming

The idea behind this study is of great significance because e-commerce (online shopping) has grown tremendously since the turn of the century. It has shaped the way people do shopping for the most part.

Conscientious shoppers: Described as self-organized, financially efficient, and prepared for the future (Huang and Yang, 2010, p. 675).

Purchase intention is constructed from consumers’ attitudes and external factors, where attitudes are multiplex consisting of three elements which are cognitive component or knowledge, affective component or emotion, and conative component motivating consumers toward behaviour or response (Adcock et al., 2001). Purchase intention is a significant factor for predicting consumer behaviour (Fishbein and Ajzen, 1975). Also, purchase it can measure the possibility of consumers’ purchases. The level of consumers’ willingness to buy products directly depends on their purchase intention (Schiffman and Kanuk, 2000). Thus, it is an important concept in marketing. Khan et al. (2012) stated that consumers consider many different criteria when they would like to buy products, such as price, quality, product features, brand and convenience. According to previous research, it is found that purchase intention has many different definitions.

In this chapter, explains the relevant theories for the research. On the other hand, investigate the effects of how the independent variables affect the dependent variable. In addition, this chapter also includes a proposed conceptual framework, theoretical models and hypothesis development.

Purchase intention refers to the likeliness of the consumer to make an actual purchase after interacting with the store and brand. Usually higher brand salience and a positive brand attitude result in higher purchase

Online customers are always seeking new products, new attractiveness and the most important thing being compatibility with their budget. The internet is the best way to save time and money through purchasing online within their range of budget on home or in anywhere. Online customers don’t have limits to online shopping. They also apply internet for comparison of prices of goods and services, news, visit social networks and search information and so on. The depressions have thus much impact on online customer’s behaviour (Rodriguez, 2009, p.3.). Online shopping behaviour depends on four factors such since shopping motives. Personality variables, internet knowledge and experience and last factors are shopping incentive. These are key determinants to influence the behaviour of online customers. Online seekers are

There are a lot of websites on internet whereby it offer a variety of product and services for consumer can find and buy through online such as shoe, apparel, sun glasses and more Moreover, the online also provides some of the services which is paying bill online, booking a transport ticket and more. In this research, we are looking the problem addressed in this research which is the view of online shopping by consumer.

Intention to buy may be referred as a reflection of real purchase behavior [41]. The greater the purchase intention is, the greater a consumer’s desire to buy a product or service, it occurs when the consumers perceive product preference in the stage between making purchase evaluation and the actual purchase behavior [41]. Purchase intention is stimulated by external factors of decision-making, personal characteristics, consumer previous experience and customers’ preferences by experience [41].