EFFECT OF RISK PERCEPTION ON ONLINE PURCHASE BEHAVIOR AMONG NIGERIA CONSUMER: THE MODERATING ROLE OF GENDER

Abstract

There is a continued consumption surge of goods purchased through various online platforms. There exists perceived risk involved despite benefits derivable from digital environment. This study was therefore, carried out to examine the level of risk perception and its effects on online purchasing behavior in Nigeria. The current study examined how different dimensions of consumer perceived risk influence online shopping behaviors in Nigeria. Data for the study were collected using self-constructed structured questionnaire administered to 210 respondents out of which data from 198 respondents were suitable for coding and analysis. Data were collected using valid and reliable questionnaires and analyzed using SPSS version 16.0 and STATA version 12.0. The result of the analysis show that the frequency of online purchase has increased despite perceived risk involved.The study concludes that the highlighted perceived risk factors as well as gender and product type significantly influence decision to use and continued use of online purchasing medium in Nigeria.