Perceived risk and purchase likelihood of young professionals towards online shopping of consumer items /
by Christian Joy B. Acuña.
- Indang, Cavite, Cavite State University - Main Campus, 2016.
- xiii, 81 pages : illustrations ; 28 cm.
Thesis (BS Business Management Major in Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management, and Development Studies (CEMDS) College of Economics, Management, and Development Studies (CEMDS)
ACUNA, CHRISTIAN JOY B.; CLAMOR, MICHELLE M.; TOLENTINO, ARLENE E. Perceived Risk and Purchase Likelihood Of Young Professionals Towards Online Shopping Of Consumer Goods. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. April 2016. Adviser: Mailah M. Ulep. The purpose of this study is to analyze the factors affecting on online shopping behavior of consumers that is one of the most important concerns of e-commerce and internet marketing. A conceptual model was proposed to illustrate the correlation of the participant's socio-demographic profile, online buying behavior, perceived risks and purchase likelihood. To investigate these, 300 online and printed questionnaires were dispersed to the online consumers through internet and personal interviews. The collected data were analyzed by using frequency, mean, standard deviation, Kruskall Wallis Test and Mann-Whitney Test. The study identified that young professional online shoppers are mostly from 20 to 25 years, mostly female, single, attained a Bachelor's degree, and having an income of Php 15,000 below. These consumers are commonly buying from Facebook and Instagram online shops; using the internet for buying for about three years; were using payment facilities such as LBC, Smart Padala, Cebuana Lhuillier, Western Union, etc. for paying their online transactions; and are usually buying products such as apparel, jewelry, footwear and personal accessories. The study identified that there is no significant relationship between online consumers' socio-demographic profile and perceived risks. The young professionals rate the level of perceived risks regardless of the age, civil status, gender and income. The study also showed that purchase likelihood was positively affected by the perceived risk online consumers had. Product risk, delivery risk and after sales risk shows no significant relationship on purchase likelihood while financial, social, security and privacy show positive relationship on purchase likelihood. As the perceived risk improves, purchase likelihood increases.