THE IMPACT OF RISK ON ONLINE PURCHASING BEHAVIOR AMONG UNIMEL STUDENTS

Nurul Liyana Hussin, Nurul Qurratul Najihah Saminan, Nurulhayah Muhamad, Maryam Mohd Esa, Norzaimah Zainol

Abstract


Online purchasing is a service through digital platforms such as e-commerce or mobile applications which gives consumers the opportunity to buy other than physical stores. It still involves the process of searching, comparing and buying goods like traditional method. With that, the researcher conducts this study to identify the impact of financial risk, time risk, product risk and security risk towards the buying behavior among students in Melaka. The population are the students that actively involved in online purchasing using various platform for example social media. Thus, this study was conducted on 341 respondents consisting of UNIMEL students and the questionnaire was used and distributed online via Google Form. The findings have shown only three independent variables that influence students' behavior towards online purchases. Security risk factors, product risk and financial risk have been identified which can influence online purchasing behavior among UNIMEL students. With the results of this study, future researchers can continue by studying factors that are different from the research that has been conducted.

 


Keywords


Financial Risk, Time Risk, Product Risk, Security Risk

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