Impact Of Perceived Risk On Online Impulse Buying Tendency: An Empirical Study In The Consumer Market Of Pakistan

Abstract

The purpose of this paper was to investigate influence of perceived risk (financial risk, product risk, convenience risk and non-delivery risk) on online impulse buying tendency. Web-based survey was conducted for data collection using online questionnaire distributed through stratified random sampling technique from online consumers of Pakistan. A total of 200 valid responses were gathered and the data was analyzed by using SPSS software and demographic statistics, correlation and regression tests. The proposed hypotheses were confirmed through data analysis results. Overall perceived risk, financial risk and product risk were found to have a moderately negative association with online impulse buying tendency whereas convenience risk and non-delivery risk had negative but weaker association with online impulse buying tendency