The Moderating role of Subjective Norms between Perceived Risks and Online Shopping Behavior

Abstract

Purpose- This research aims to empirically examine financial risk, privacy risk, product risk, and
convenience risk influence over online shopping behavior with subjective norms as a moderator.
Design/Methodology- The current research is quantitative and a total of 550 questionnaires distributed
among students studying in HEC recognized universities province Punjab, Pakistan. Structural equation
modeling techniques used to get outcomes by using SmartPLS 3.2.8. The results elucidate that financial,
privacy, product, and convenience risk significantly decrease internet buying behavior.
Findings- The results elucidate that financial, privacy, product, and convenience risk significantly
decrease internet buying behavior. In contrast, subjective norms significantly improve online shopping
behavior. Subjective norms significantly moderate between privacy risk, convenience risk, and online
shopping behavior. Despite this, subjective norms do not moderate between financial risk, product risk,
and internet buying behavior. As best researcher’s knowledge, this is pioneer study in marketing that
determines the moderating role of subjective norms between perceived risk and online shopping behavior
in light of perceived risk theory and TPB theory.
Practical Implications- The outcomes of this study have various contributions to vendor’s sales goods
online. This study demonstrates that financial, privacy, convenience, and product risk significantly
decrease OSB of customers. The findings open lots of things that online vendors should focus on these
factors to improves online shopping ratio. Subjective norms strengthen the relationship between
convenience risk, privacy risk, and OSB