The Influence of Perceived Risks on Intention to Purchase Clothing Online

Abstract

This study was an investigation into how perceived risks influence consumers’ intention to purchase clothing online. It started with the measurement of the level of perceived product risk, perceived financial risk, perceived privacy risk, and intention to purchase clothing online among Unisel students. It then identified the correlations between the three perceived risks and the intention to purchase clothing online. Finally, the study examined if significant differences exist among UNISEL students from various demographic groups in terms of their perceived risks and intention to purchase clothing online. This research was descriptive and quantitative in nature. Primary data was collected using a questionnaire survey from a sample of 150 UNISEL students at the Shah Alam campus. SPSS was used to process and analyse the primary data. This study found that the respondents possess a medium level of perceived risks and intention to purchase clothing online. It also concluded that there is a weak significant negative relationship between perceived product risk and intention to purchase clothing online. In addition, this study confirmed that students from various racial backgrounds are significantly different in their perceived financial risk. At the same time, students with different educational attainment are significantly different in terms of perceived financial risk and privacy risk.