Impact of Online Shopping Experience on Risk Perceptions and Purchase Intentions: The Moderating Role of Gender

The Internet has developed into a dynamic retailing medium. However, the high level of abandonment behavior prior to the final step of the online transaction is of considerable concerns to online retailers and researchers alike. Researchers have found that consumers’ perception of risks associated with online shopping may explain such abandonment behavior (Forsythe & Shi 2003). Some studies have focused on certain types of risks; such as product risk, security risk and privacy risk (Garbarino & Strahilevitz, 2004) while others have summarized all types of risk into an overall risk construct and tested its impact on consumers’ online shopping intentions (Doolin et al, 2004).