The Influence of Perceived Risk Factors on Emerging-Market Consumers’ Attitude Towards Shopping for Clothes Online

Engagement in online shopping by specific emerging-market consumers in South Africa is on the rise. Nevertheless, the online usage rate remains low. Online retailers need to understand the perceived risk factors influencing consumers’ attitudes and intention in relation to online shopping for clothing products. To that end, an online survey was conducted among emerging-market consumers in Soweto, with 300 respondents being targeted and reached. Convenience sampling was adopted to collect data from the respondents. An independent research company collected data, and various statistical analyses were conducted. The findings revealed that perceived financial, convenience and security risks significantly influenced emerging-market consumers’ attitude towards online shopping. None of the perceived risks were found to influence consumers’ intention to shop online. The perceived financial, convenience and security risks were found to be mediated by attitude. The findings are significant for e-commerce merchants seeking to develop targeted online marketing strategies for emerging-market consumers.