Abstract
This study examines the relationship between perceived risk and customers’ online buying behaviour of fabrics in Uyo. Specifically, it explores the various dimensions of perceived risk and their influence on online purchasing behaviour among customers in the study area.
A survey research design was adopted, with questionnaires used as the primary instrument for data collection. The population comprised online customers who patronize fabric shops in Uyo, Akwa Ibom State. Data were collected from a sample of 383 respondents selected through random sampling. Simple linear regression was employed for data analysis.
The findings reveal a positive and significant relationship between the independent variables and the dependent variable. The study identifies financial risk, psychological risk, and security risk as key factors influencing customers’ online buying behaviour of fabrics in Akwa Ibom State.
The study concludes that these dimensions of perceived risk play a critical role in shaping consumer decisions. It therefore recommends that fabric vendors seeking to enhance customers’ online buying behaviour should develop and implement strategies to address financial, psychological, and security risks. Additionally, educating customers on safe online shopping practices and clearly communicating risk management measures can help build trust and reduce perceived risk.
https://doi.org/10.5281/zenodo.19366509
Emem Akaninyene Sampson
Department of Marketing,
University of Uyo, Uyo.
ORCID: 0009-0003-0625-9523
Ubong Etiese Markson
Department of Marketing,
University of Uyo, Uyo.
ubongmarkson1@gmail.com
Corresponding Author’s Email:
ememsampson30@gmail.com