The Impact of Perceived Risks

Abstract

Many past studies only investigated the impact of perceived risks and customers' attitude towards online shopping intention. Therefore, this study shown the impact of perceived risks towards customers’ attitude in online shopping. This study aim to identify the elements of perceived risks and the most influential types of perceived risks towards customers’ attitude in online shopping. Four independent variables which are product risk, financial risk, non-delivery risk and psychological risk are selected. This study used quantitative method research by selected 200 respondents at Pengkalan Chepa, Kelantan, Malaysia by using convenience sampling method. The findings showed that product risk, financial risk and non-delivery risk are positively significant relationship between customers’ attitude in online shopping while psychological risk is negative significant relationship between customers’ attitude in online shopping. Besides, product risk are selected at most influential risk through multiple regression analysis in this study. Indeed, through this study, E-commerce Malaysia such as Zalora.com can improve overall customer satisfaction in online shopping services.