The Impact of Consumer Purchase Behaviour toward Risk Perception on Internet Shopping

Online shopping is a popular method nowadays because consumers feel comfortable buying products
from their home or office. One of the main reasons for the joy of consumer shopping is when the peak
season arrives; they do not have to wait in long lines at the physical store to buy products and
services because consumers can buy products directly through online facilities. With the
advancement of technology, past scholars have identified what consumers consider to be risks, which
is their main concern in the decision-making process when shopping through internet shopping as in
online shopping. The relationship between consumer risk perceptions and internet shopping intentions
is not widely explored, especially in the Malaysian context, but current studies show that there is a
close relationship between them. This study aims to examine the influence of consumer risk
perception on internet shopping purchase behavior to purchase products and services in Malaysia. A
total of 138 valid responses from the sample were obtained. Convenience sampling techniques have
been adapted for young users in this study. Data collection instruments are questionnaires that use
self-administered distribution techniques. Structural Equation Model Partial Least Square (SEM-PLS)
version 3.0 was used to analyze the data. The results of Partial Least Square has confirmed the
fitness of the model in the population studied. Similarly, findings from path analysis found that
consumers' perceptions of functional risk have influenced their internet shopping intentions in
purchasing products and services.