Risk Perception in Online Apparel Shopping: Insights from Western Province, Sri Lanka

Key finding of the study

Financial, product, security, and social risks impact online purchase intention for apparel. However, time and psychological risks do not predict female consumers’ online purchase intention regarding apparel.

Authors

M.S.H. Rathnasiri, Sabaragamuwa University of Sri Lanka

J.K.R.S. Chathurangani, Sabaragamuwa University of Sri Lanka

W.V. De Silva, Sabaragamuwa University of Sri Lanka

N.J. Dewasiri, Sabaragamuwa University of Sri Lanka

Summary

This study investigates how perceived risk affects female consumers' online purchasing intentions, specifically concerning Sri Lanka's online apparel retail business. According to the study, financial, product, security, time, social, and psychological risks are six perceived risk variables that influence customers' online purchase intentions of apparel products. Purposive sampling was used in a survey of 385 female consumers willing to buy clothing online to meet the study's research goals. The researchers used IBM SPSS software to perform multiple regression analyses on the data. The study found that financial, product, security, and social risks influence female customers' intentions to buy clothes online. In contrast, neither time nor psychological risks affected female consumers' intention to purchase clothes online. Based on the research's conclusions, it is evident that merchants are better able to develop ways to lower consumers' perceived risk when purchasing apparel online while also improving the e-commerce environment.

Published in

Asia Marketing Federation Journal

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