Impact of Gender and Product Type on Perceived Risk and Online Shopping Intentions

Online Shopping

The Internet has transformed how consumers shop for goods and services. Consumers are now able to buy a seemingly unlimited range of products and services through the Internet at any time, from almost any place in the world. Online shopping is a real alternative as some challenges of conventional shopping such as crowding, traffic and parking and limited time for shopping are removed. (Yulihasri, et al., 2011). Companies are using the Internet not only to sell products, but also to reduce marketing costs, communicate with their customers, and collect customer feedback. “…the Internet provides a unique opportunity for companies to more efficiently reach existing and potential customers” Shergill and Chen (2005, p. 80).

Forrester Research predicts that U.S. online retailing will reach $370 billion by 2017 (Mulpuru, 2013). This would be a 50% increase on predicted 2014 figures (Retail Refugees, 2010).

In a 2010 study of the online purchasing habits across 55 different countries/markets, Nielsen (2010) reports that while certain products are universally bought online; others have yet to attain a considerable share of online trade. Their survey showed that books and clothing took the lead as the products most often purchased online where 46% of global consumers purchased books online and 41% purchased clothing online.