Online Store Image towards Perceived Risks in Online Shopping

Abstract

Consumers perceive a range of risks in online shopping, especially when compared to shopping in conventional stores. Customers tend to avoid online shopping if consumers perceive a certain number of risks. Several studies have indicated that positive online store image can reduce perceived risks. Nonetheless, only a handful of studies have determined the correlations between online store image and dimensions of perceived risks in online shopping. Therefore, this study identified the significant relationships between online store image and eight types of perceived risks. A total of 330 responses were gathered from experienced Malaysian online consumers, which were then analyzed using SPSS software. The findings indicated that online store image had significantly negative association with financial, product performance, time or convenience, psychological, social, and after-sale risks. This paper offers significant insights into online purchase platform providers, online retailers, and online marketers about the importance of online store image that can minimize the dimensions of perceived risks.