Risk Perception of Males and Females Towards Online Buying Behaviour: A Comparative Study

Abstract

The study examines the differences in risk perception between males and females in relation to their online buying behaviour. Online shopping has become a common practice for many consumers, but it also involves risks such as fraud, privacy invasion, and financial loss. While previous research has investigated the factors affecting online buying behaviour, little is known about gender differences in risk perception in this context. This study analyses data collected from a sample of male and female online shoppers using a questionnaire. The findings suggest that males and females perceive risks differently when it comes to online shopping, and these differences affect their behaviour. Females are found to have a higher level of risk perception compared to males, which leads them to take precautions such as checking product reviews and ratings, reading seller information, and using secure payment methods. On the other hand, males tend to be less cautious in their online buying behaviour and are more likely to take risks. This study has implications for online retailers and marketers who can use the findings to develop strategies that address the gender differences in risk perception and help consumers make informed decisions when shopping online. The sample size of the study was 189 respondents. The data analysis was performed with the help of t-test and mean.