Open AccessPerceived Risk on Consumer Online Shopping Behaviour
Author(s) -
Endah Setya Octaviani,
Hendra Gunawan
Publication year - 2018
Publication title -
journal of applied accounting and taxation
Language(s) - English
Resource type - Journals
ISSN - 2548-9925
DOI - 10.30871/jaat.v3i2.876
Subject(s) - risk perception , product (mathematics) , perception , business , customer satisfaction , marketing , advertising , product category , consumer behaviour , psychology , mathematics , geometry , neuroscience
This study aims to determine the effect of perveived risk on consumer online shopping behavior of fashion product. The significant difference presented are the product category, using the category of fashion product as the most demand category by consumers. Samples used are students in the field of accounting at universities. The result of this research are there is negative influence of perception of product risk to customer satisfaction and re-purchased intention. The perveived cost risk has no negative effect on satisfaction and re-purchased intention. Perception of individual risk do not have a negative effect on customer satisfaction and re-purchased intention.