A Study on the Influence of Perceived Risk on Online Shopping

• Main Authors: Jirapa Sangruang, 李拉玉
• Other Authors: Shih-Ming Pi
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/43596070392856630477

碩士 === 中原大學 === 資訊管理研究所 === 95 === The growing use of Internet in Thailand and Taiwan provides a developing prospect for online shopping. In this study, examine an important factor that the influence of risk on online shopping. Perceived risk is explored in relation to online shopping using sample from Thailand and Taiwan. The objective of this paper is examining the definition of perceived risk on online shopping. Findings about differ of perceived risk on online shopping sites with respect to (1) educational level, occupational status, marital status and age; (2) This study is following types of perceived risk when considering shopping from Internet shopping site: convenience risk, financial risk, performance risk, physical risk, physiological risk, social risk, and time risk. (3) Levels of access to and buying goods from Internet shopping sites and demographic profiles. The paper highlight the importance of comparison of perceived risk would affect consumer shopping attitude between Thailand and Taiwan. What is the most emphatic perceived risk factor that would affect the attitude toward online shopping? The result suggest that, which type of risk have impact with Thai online shopping and which types of risk have impact with Taiwan online shopping. We use structural equation modeling (SEM) in analyzing various factors that Influence of Perceived Risk on Online Shopping. The hypothesis research model is tested using PLS with data collected from 392 samples of perceived risk on online shopping users. The result shows that the most emphatic perceived risk factor that would affect to the attitude toward online shopping in Taiwan is convenience, physical, performance, and social.