Risk Assessment of Online Shopping Behavior

TThis study aimed to assess the risk of online shopping behavior among online shoppers. There are one hundred seventy-six (176) respondents in this study, which specifically focuses on the online shoppers of Dapitan City and the Municipality of Polanco. The study employed a quantitative approach and a descriptive type of questionnaire using a 5-point Likert scale in which every descriptor has 4 questions to explore the risk of online shopping behavior. Respondents were selected through convenience sampling, representing online shoppers in the study. The study reveals that young adults, primarily females and college students, who shop monthly on platforms like Shopee for clothing and fashion accessories are influenced by convenience, affordability, and promotional offers. While demographic factors like age, gender, and income do not significantly affect perceptions, sellers should focus on product availability, quality, and secure transactions. Risks like financial risk, website design, product performance risk, delivery risk, trust, and security assess their online shopping behavior. Shoppers would prioritize research, safety measures, and trusted stores. Ensuring security measures and clear communication during transactions is vital to building trust in online shopping, given the significant concern about financial risk. Shoppers and online retailers should improve trust, security, and overall satisfaction in online transactions. Before buying online, check seller reviews and ratings. Sellers would give clear information to avoid unhappy customers. Governments need to teach people about online risks and safe ways to pay. Future studies should follow how online shopping changes and how new technology works to gain a deeper understanding of consumer dynamics in e-commerce.