Perceived risk effect on customer buying attitude towards online shopping: a case study on Sarawak civil employee/ Muhammad Hafiz Kepli

The purpose of this study is to analyze Perceived Risk effect on Customer Buying Attitude towards online shopping that might be one ofthe most important issues of online shopping in marketing field. However, there is very limited knowledge about online consumer attitude because it is a complicated socio-technical phenomenon and involves too many factors, the objectives of this study is to investigate the relationship between perceived risks factor consist of Financial Risk, Delivery Risk, Convenience Risk, Product (performance) Risk and Return Policy Risk with the effects of customers buying attitude towards online shopping. This goal has been followed by using a model examining the impact of perceived risks variables on attitude toward online shopping as the hypotheses of study. To investigate these hypotheses 200 questionnaires dispersed among Sarawak civil service in Sarawak Chief Minister Department (Jabatan Ketua Menteri Sarawak) in Kuching. Respondents to the questionnaire were customers of online stores which randomly selected. This study can be considered as an applied research from purpose perspective and descriptive-survey with regard to the nature and method (type ofcorrelation). The study identified that Return Policy Risk is the highest average
score which affected customer buying attitude toward online shopping.