The relationship between financial, privacy, product and convenience risks and online shopping behavior in Pakistan
This study examines the influence of financial risk, privacy risk, product risk, and convenience risk on online shopping behavior with the moderating role of subjective norms and trust in Pakistan. The major motivation of this study is that in Pakistan online shopping faces challenges regarding perc...
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/8634/1/s902979_01.pdf https://etd.uum.edu.my/8634/2/s902979_02.pdf https://etd.uum.edu.my/8634/3/s902979_references.docx |
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| Summary: | This study examines the influence of financial risk, privacy risk, product risk, and convenience risk on online shopping behavior with the moderating role of subjective norms and trust in Pakistan. The major motivation of this study is that in Pakistan online shopping faces challenges regarding perceived risks and subjective norms and trust can increase online shopping ratio. In addition, less attention has been paid over perceived risks, subjective norms, and trust to measure online shopping behavior in light of Theory of Planned Behavior, Social Exchange Theory, and perceived risk theory. Systematic random sampling technique used to collect data. Total of 600 questionnaires distributed among students studying in Higher Education Commission recognised universities in Punjab, Pakistan. Partial Least Square Structural Equation Modeling (PLS-SEM) was used to analyze direct and moderating relationships among constructs. The results elucidate that
financial risk, privacy risk, product risk, and convenience risk has significant negative influence on online shopping behavior. Besides, subjective norms significantly moderate between financial risk, privacy risk, product risk, convenience risk, and online shopping behavior. Moreover, trust does not moderate between financial risk, product risk, and online shopping behavior. Trust significantly moderate between privacy risk, convenience risk, and online shopping behavior. In practical term, this study suggests online shopping vendors and Pakistan government to consider perceived risk, subjective norms, and trust to improve online shopping behavior. |
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