Consumers' Perceived Security Risks in Online Shopping : A Survey Study in Sri Lanka

Abstract

Consumers' perceived security risks in online shopping is an important aspects which influence consumer's buying behavior in online. This paper focuses ten dimensions of consumer perceived risk such as performance risk, physical risk, financial risk, sauce risk, security risk, delivery risk, time risk, social risk, psychological risk and privacy risk in Sri Lankan context. Research question and hypotheses were determined after wide spectrum of literature review. Structured questionnaire method used to collect data and there were 128 respondent participated in this research study. The results also proved that privacy and security concerns are main barriers to shopping on Internet. The analysis include descriptive analysis, Pearson correlation analysis and t-test. From this research study it can be concluded that, column importance hypotheses such as financial risk, delivery risk, time risk, social risk, psychological risk and privacy risk has negative effect on attitudes towards online shopping. On other hand column the chance risk occur hypotheses such as performance risk, physical risk, financial risk, sauce risk, security risk, delivery risk, time risk, social risk, psychological risk and psychological risk has negative effective on attitudes towards online shopping.