PERSEPSI RISIKO DAN TINGKAH LAKU PENGGUNA TERHADAP PEMBELIAN SECARA DALAM TALIAN DI LEMBAH KLANG (Risk Perception and Consumer Behavior towards Online Purchases in the Klang Valley)
DOI:
https://doi.org/10.32890/ijms2024.31.2.11Keywords:
Pembelian dalam talian, persepsi risiko, risiko kewangan, risiko produk, e-dagangAbstract
Peningkatan pembelian secara dalam talian merupakan salah satu kesan daripada penularan wabak Covid-19 di Malaysia. Walaupun ia memudahkan urusan kehidupan harian, namun ramai yang beranggapan bahawa pembelian secara dalam talian merupakan suatu aktiviti yang berisiko. Oleh itu, kajian ini dijalankan bagi melihat hubungan antara persepsi risiko dengan tingkah laku pengguna terhadap pembelian secara dalam talian. Responden kajian ini seramai 392 orang dan kesemua responden telah menjawab soal selidik secara dalam talian. Namun, hanya 373 borang soal selidik yang lengkap diterima dan boleh digunakan. Data daripada soal selidik ini dianalisis menggunakan kaedah analisis regresi berganda. Hasil analisis mendapati bahawa risiko kewangan mempunyai hubungan negatif yang signifikan dengan tingkah laku pengguna terhadap pembelian secara dalam talian di Lembah Klang. Risiko produk dan risiko penghantaran pula mempunyai hubungan positif, manakala risiko masa tidak signifikan. Hasil kajian memberikan input kepada syarikat e-dagang dan penjual dalam talian untuk menambah baik perkhidmatan mereka. Ia juga dapat membantu untuk mengenal pasti risiko yang mungkin menjadi ancaman kepada perniagaan mereka dan mengambil tindakan mitigasi bagi mengurangkan kemungkinan dan impak, sekiranya risiko yang dikenal pasti itu berlaku.
ABSTRACT
The increase in online purchases was one of the effects of the Covid-19 outbreak in Malaysia. Although it simplifies our daily life, many still think that buying online is a risky activity. Therefore, this study was conducted to examine the relationship between risk perceptions and consumer behavior towards online purchases in the Klang Valley. A total of 392 respondents answered an online questionnaire, but only 373 questionnaires were completed and could be used. Data from the questionnaire were analyzed using the multiple regression analysis method. The results of the analysis found that financial risk perception has a significant and negative relationship with consumer behavior towards online purchases in the Klang Valley, while product risk and delivery risk perception have a positive relationship. The results of the study provide input for e-commerce and online sellers to enhance their services. It also helps identify risks that may harm their business and to take action to mitigate the likelihood and impact should the identified risks occur.
Keywords: Online purchase, risk perception, financial risk, e-commerce.
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