international journal of business management
Product Risk, Privacy Risk, and Convenience Risk Influence on Online Shopping Behavior in the Context of Pakistan
Anam Bhatti, Shahrin Saad, Salimon Maruf Gbadebo
Main aim behind this study is to determine the association between privacy risk, product risk, convenience risk, and online shopping behavior in Pakistan. For this purpose data were collected from 298 consumers that use internet to purchase goods. PLS-SEM technique used to analyze data for current research. Findings revealed that product risk and privacy risk have significant and negative influence on internet buying behavior. Despite this, convenience risk has negative but insignificant impact on internet buying behavior. The findings of current research give some guidelines to online retailers that regarding these risks that how they can reduce risks and increase online shopping behavior of consumers. At the end, there are some future directions for researchers that they can work on those factors to measure online shopping behavior.