ABSTRACT

This research study investigated that how three risk factors privacy risk, financial risk and product risk along with past online shopping experience influence the buying intentions of consumer. The study has taken Privacy risk, financial risk, product risk and past experience as antecedents of online shopping. A conceptual research model based on theory of perceived risk was proposed in study to illustrate the particular relationships between variables with the moderating role of gender differences. For this, 400 sample size of convenience sampling was chosen to collect data from four major malls and shopping arenas from Islamabad. The result provided insight into the risk factors, purchase intention and buying experiences of respondents with respect to two product categories i.e., Fashion clothing and mobile phones. The results of study indicated that men are more prone to privacy risk than women in fashion and mobile phone shopping. Overall both product categories have positive significant results of past online shopping experiences. The results of study indicated that while shopping for fashion clothing men has high privacy risk while impact over the women perception was found to be insignificant. Furthermore, in both product categories as shopping experience increased women perception of product risk decreased and for men it increased. The study data depicted that females are more inclined towards online shopping in both categories than males.