The effect of perceived risk on online buying behavior

Abstract

Online shopping has grown significantly in popularity in recent years. However, many people are still hesitant to shop for groceries online due to security and privacy concerns, even if advancements in internet technology have led to an increase in the number of consumers. Because it takes time to identify a reputable website or item, their decision to purchase things online is discouraged. Additionally, many would rather not shop online because they would be afraid to shop at the online retailer they choose or that they would be shunned by others because of the goods they would buy. Thus, this study aims to determine the significant relationship between perceived risk and the online buying behavior of consumers in Davao City. The study used a descriptive-correlational design of research and used an adapted and modified questionnaire for the one hundred online consumers in Davao City as the respondents of the study and were identified by using a simple random sampling technique. The results were treated statistically using frequency, percentage, mean, standard deviation, and Pearson product-moment correlation coefficient. Furthermore, the study revealed a moderate level of perceived risk and a high level of online buying behavior among consumers in Davao City. Additionally, correlation analysis revealed a significant relationship between the perceived risk and online buying behavior among consumers in Davao City. The findings of this study recommend online sellers provide high-quality products offered online, time-efficient deliveries, and consistently have pleasant reviews online.