Investigation of the Effect of Perceived Risk Factors on Online Shopping

Abstract

The aim of this study is to analyze the factors affecting the consumers' online shopping behavior. Online shopping behavior is a complex process that involves too many factors. Studies on the subject are still insufficient compared to traditional consumer behavior. One of the aims of this study was to cover the shortcomings of previous studies that did not examine the main factors affecting online shopping behavior. This objective was followed using a model that examines the impact of perceived risks, infrastructure variables and return policy on the attitudes towards online shopping behavior. The study determined that financial and productive risks, compliance risk, return policies and delivery risk have an adverse effect on the attitude towards online shopping.

Key Words: Online Shopping, Online Consumer, Consumer Behavior

DOI: 10.7176/JSTR/5-8-02