An Analysis Of Risk Perception On Online Shopping Behavior,Approached To The Colombian Market Consumers

The purpose of this study is to analyze the risk perception of the Colombian costumers in the process of online shopping.To analyze the Colombian market,three product categories that can be purchased via online have been chosen,this product categories are:Clothes,food by delivery and electronics.From the risks that can be perceived when shopping online,five major risks was chosen for the analysis,this risks are:Financial risk,Product risk,Convenience risk,Non-delivery risk and Return policy risk.To collect the data a survey was used,with a total of 17 questions about risk perception,each question use the 7 marks Likert scale to get the perception of risk from the Colombian costumers.A total of 300 questionnaires were dispersed among social media using the surveymonkey online platform.To analyze the data a regression analysis was used,specifically,an ordered logit regression that helped as a tool to test the research hypothesis.The results obtained were that for the clothes category Colombian consumers perceive product,convenience and non-delivery risk.For the food category,financial and convenience risks are perceived,and last,for the electronics category,there are no evidence for any risk to be perceived by Colombian costumers.This research can help getting a better understanding of the Colombian consumer's behavior when shopping online,because it can clarify that risks perceived can't be only related to buy products via online,but that the risk is related to the kind of product that is being bought to,every kind of product has different risks perceived by costumers.