IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v13y2024i1p436-455.html
   My bibliography  Save this article

Impact of Perceived Benefits and Perceived Risks on Online Shopping Behaiour with Mediating Role of Purchase Intention

Author

Listed:
  • Sidra Abd-ul-wahid

    (M.Phil. Scholar, Department of Management & Administrative Sciences, University of Narowal, Punjab, Pakistan)

  • Muhammad Ahmad

    (Assistant Professor, Department of Management & Administrative Sciences, University of Narowal, Punjab, Pakistan)

  • Huma Ijaz

    (M.Phil. Scholar, Department of Management & Administrative Sciences, University of Narowal, Punjab, Pakistan)

Abstract

Online purchasing has revolutionized consumer market. It allows individuals to access a variety of products with a single click. With evolution of e-commerce understanding the factors influencing online shopping behavior is imperative for firms to remain competitive. This study investigates the relationship between perceived benefits (PB) and perceived risks (PR), mediated by purchase intention (PI) on online buying behavior (OSB). Six key elements—shopping convenience, product variety, price advantage, product risk, privacy risk, and financial risk—were evaluated through data collected from 300 internet shoppers via a structured questionnaire. The data is analyzed with SPSS. Results underline the significance of convenience product variety and price advantage in stimulating online purchases, with PB positively impacting customers' online purchasing behavior (OPB). Conversely, perceived risks negatively affect online shopping decisions, necessitating efficient risk management strategies to bolster consumer confidence. The mediation role of PI was examined using the Hayes macro process, revealing its significance in the relationship between PB, PR, and OSB. Notably, PI mediates the impact of both PB and PR on OSB, highlighting its pivotal role in shaping consumers' online purchasing behavior. These findings offer actionable insights for businesses, emphasizing the importance of leveraging PB to encourage beneficial purchasing intentions and mitigate PR to foster online shopping behavior. Ultimately, this study contributes to a deeper understanding of consumer decision-making in online settings, facilitating the development of targeted marketing strategies and enhancing overall online shopping experiences.

Suggested Citation

  • Sidra Abd-ul-wahid & Muhammad Ahmad & Huma Ijaz, 2024. "Impact of Perceived Benefits and Perceived Risks on Online Shopping Behaiour with Mediating Role of Purchase Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 436-455.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:436-455
    DOI: https://doi.org/10.61506/01.00226
    as

    Download full text from publisher

    File URL: https://bbejournal.com/BBE/article/view/724/657
    Download Restriction: no
    File URL: https://bbejournal.com/BBE/article/view/724
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.61506/01.00226?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Anam Bhatti & Shafique Ur Rehman, 2019. "Impact of Social risk, Government and Psychological Factors with Moderator Cultural Factors on Online Shopping Behavior in Pakistan," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(1), pages :31-44, March.
    2. Forsythe, Sandra M. & Shi, Bo, 2003. "Consumer patronage and risk perceptions in Internet shopping," Journal of Business Research, Elsevier, vol. 56(11), pages 867-875, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Claudia BOBALCA, 2015. "The Loyal Customers’ Perception Regarding The Online Buying Process," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 7(2), pages 241-255, August.
    2. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.
    3. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    4. repec:dgr:rugsom:04f04 is not listed on IDEAS
    5. Wei-Lun Chang & Li-Ming Chen & Takako Hashimoto, 2022. "Cashless Japan: Unlocking Influential Risk on Mobile Payment Service," Information Systems Frontiers, Springer, vol. 24(5), pages 1515-1528, October.
    6. Nicoleta-Dorina RACOLŢA-PAINA & Theodora Alexandra LUCA, 2011. "Nowadays Online Consumers' Rights And Interests. Case Study- The Romanian Educated Online Young Consumer," Management & Marketing, Economic Publishing House, vol. 6(2), Summer.
    7. Li, Chen & Swaminathan, Srinivasan & Kim, Junhee, 2021. "The role of marketing channels in consumers’ promotional point redemption decisions," Journal of Business Research, Elsevier, vol. 125(C), pages 314-323.
    8. Basnet, Hem C. & Donou-Adonsou, Ficawoyi, 2016. "Internet, consumer spending, and credit card balance: Evidence from US consumers," Review of Financial Economics, Elsevier, vol. 30(C), pages 11-22.
    9. Anam Bhatti & Shahrin Saad & Salimon Maruf Gbadebo, 2019. "Effect of Financial Risk, Privacy Risk and Product Risk on Online Shopping Behavior," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(4), pages :343-356, December.
    10. Hem C. Basnet & Ficawoyi Donou‐Adonsou, 2016. "Internet, consumer spending, and credit card balance: Evidence from US consumers," Review of Financial Economics, John Wiley & Sons, vol. 30(1), pages 11-22, September.
    11. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    12. Patricea Elena BERTEA, 2015. "From Fearful To Trustful – How Perceived Risk Dimensions In E-Commerce Differentiate Between Consumers," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 15, pages 45-54, June.
    13. Gensler, Sonja & Leeflang, Peter & Skiera, Bernd, 2012. "Impact of online channel use on customer revenues and costs to serve: Considering product portfolios and self-selection," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 192-201.
    14. Alrawad, Mahmaod & Lutfi, Abdalwali & Alyatama, Sundus & Al Khattab, Adel & Alsoboa, Sliman S. & Almaiah, Mohammed Amin & Ramadan, Mujtaba Hashim & Arafa, Hussin Mostafa & Ahmed, Nazar Ali & Alsyouf, , 2023. "Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    15. Augustine Yao Dzathor, 2013. "Do Business Demographics Matter to Nascent Venture Performance? A Longitudinal Evidence from the Kauffman Firm Survey," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(8), pages 44-56, August.
    16. Zhiyuan Yu & Doudou Jin, 2021. "Determinants of Users’ Attitude and Intention to Intelligent Connected Vehicle Infotainment in the 5G-V2X Mobile Ecosystem," IJERPH, MDPI, vol. 18(19), pages 1-19, September.
    17. Silvina Santana & Sandra Loureiro, 2010. "Assessing Benefits And Risks Of Online Shopping In Spain And Scotland," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 161-172.
    18. Sohn, Stefanie, 2024. "Consumer perceived risk of using autonomous retail technology," Journal of Business Research, Elsevier, vol. 171(C).
    19. Sara Jonsson & Inga-Lill Söderberg, 2018. "Investigating explanatory theories on laypeople’s risk perception of personal economic collapse in a bank crisis – the Cyprus case," Journal of Risk Research, Taylor & Francis Journals, vol. 21(6), pages 763-779, June.
    20. Arias-Oliva, Mario & Pelegrín-Borondo, Jorge & Lara-Palma, Ana María & Juaneda-Ayensa, Emma, 2020. "Emerging cyborg products: An ethical market approach for market segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    21. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:436-455. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.