The Perception on Online Shopping Risks of Different Genders

Abstract

Based on the convenience and benefits brought by these online shopping sites, the number of people shopping online has also increased. But at the same time, online shopping also has certain risks. If people cannot perceive these risks in time, it will bring losses. There are gender differences in the perception of these online shopping risks. Therefore, this study explored the perception of different genders on different online shopping risks. After conducting a questionnaire survey through the sampling strategies of convenience sampling and snowball sampling, the author does the sensitivity analysis on the collected data. The results show that different genders have different levels of perceptions on online shopping risks, and there are also certain differences in the perception of six different types of online shopping risks, and these perceptions of risk will affect consumers' purchase intentions. These findings are of practical significance to online buyers to guide them to strengthen their perception of the weaker online shopping risks, so as to avoid online shopping risks and reduce losses. In addition, these findings can also help online shopping sellers to optimize their sales system to provide buyers with a better shopping experience.