Online Shopping Case Study

Abstract Online shopping growth faster with the advancement of technologies. There are a lot of research that study about the factor and barrier that avoid someone to shop online. However, this study aim to explore the perception of perceived risk and experiences of online shopping among undergraduates by using a qualitative method. This study is using the theory of planned behavior, which used to measure the perception of consumer after identified the perceived risk in online shopping.
Introduction
Online shopping is an E-commerce business that rapidly growth in Malaysia. In fact, it has high rates of Internet usage. There are 15.3 million online shoppers and 62 percent of them use mobile devices such as laptop, Ipad, mobile phone to shop online (“Malaysia-eCommerce”, 2017). According to Tarrence (2017), e-commerce adopt faster while some of the people in East Malaysia are not available to access to a broad range of products in shopping malls. Therefore, people nowadays are searching for products
The significant of study can be viewed from different perspectives. From the consumer perspectives, this study aim to enhance the general knowledge of online shopping and the perceived risk towards online shopping (Osman, Yin-Fah & Choo, 2010). Thus, it will identified the attitude and behavior of consumer toward the perceived risk of online shopping. Besides, it will increase the awareness of online shopper. In contrast, it might decrease the online cheating cases in our country. From the perspective of marketer, it is very important to understand the consumer’s perceived risk of online shopping so that marketer can identified the risk think about the strategies to make improvement. After the perceived risk has been identified and the proactive action has been taken, the economics of nation will be growth rapidly as online business transaction has been increased tremendously over the