The Impact of Perceived Risk on Online Shopping Behaviour: Exploring the Moderating Role of Gender

Abstract

The transformational impact of the digital era on business and marketing has prompted a reevaluation of consumer behavior, with online shopping at the forefront of this shift. This study investigates the relationship between perceived risk, gender, and online shopping behavior. Using a diverse sample of 160 participants, we examined the multifaceted dimensions of perceived risk, encompassing financial, product, privacy, and social risks. Additionally, the moderating effect of gender was explored to understand how risk perceptions vary across genders. The findings indicate that perceived risk significantly affects online shopping behavior, with higher perceived risk leading to cautious consumer choices. Furthermore, gender emerged as a significant moderating factor, highlighting variations in risk sensitivity between males and females. These insights offer valuable implications for e-commerce businesses seeking to optimize user experiences, tailor marketing strategies, and build trust in an increasingly dynamic digital landscape.