RISK PERCEPTION WHEN PARTICIPATING IN ONLINE SHOPPING: A CASE STUDY IN PHAN THIET CITY, BINH THUAN PROVINCE

Abstract

The study of online shopping behavior is considered an interesting topic for researchers. Based on previous theoretical systems and research, this article proposes a research model with the aim of discovering, identifying and measuring the components of risk perception affecting online shopping intention in Phan Thiet city, Binh Thuan province. In this study, we carried out to investigate 389 customers, where most of whom were students who attended online shopping at least five times from October 2022 to March 2023. The article combines quantitative analysis techniques including Cronbach's Alpha reliability test, exploratory factor analysis, and linear regression to confirm the components as well as the reliability of the scale and measure theoretical models. Research results show that four components of risk perception have negative impacts on online shopping intention in Phan Thiet city, Binh Thuan province including: (1) time risk, (2) financial risk, (3) privacy risk and (4) transportation risk. On the basis of research results, the authors propose some managerial implications for consumers when participating in online shopping.