Online store image effect on perceived risks towards online purchasing behaviour
by Lu Man Hong; Noorshella Binti Che Nawi; Nurul Hasliana Hamsani; Wan Farha Wan Zulkiffli
International Journal of Business Information Systems (IJBIS), Vol. 35, No. 1, 2020

Abstract: Online consumers have their own risk perception known as perceived risks. If consumers detected a variety of risks with the online purchase, consequently it will decrease the intention to shop online. The purpose of this paper is to examine the relationships between online store image towards perceived risks (financial, product-performance, time, delivery, psychological, privacy, social, and after-sale risks) and the relationship between perceived risks towards online purchasing behaviour. Data collected from 330 respondents who have experience in online purchasing suggested that online store images have influence financial, product-performance, time, psychological, social, and after-sale risks. Surprisingly, online store image has no effect on privacy and delivery risks. Meanwhile, financial, psychological, social and after-sale risks have influence on online purchasing behaviour. In other words, increased risk in product performance, financial, psychological and after-sale risks influence the online purchasing behaviour by reducing the intention to purchase the product. Therefore, online purchase platform providers, online retailers and online marketers should identify the online store image that is capable to reduce consumers' perceived risks thus leading to a positive purchasing behaviour. Additionally, consumers can gain knowledge about the risks that might be faced during online shopping activities.

Online publication date: Tue, 15-Sep-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email