Online Shopping Risks and effects on Consumers Purchasing Behavior

Despite the increase of the intention toward online shopping, the actual online shopping’s growth rate is still decreasing and the consumer’s behavior is the main gate to explain this phenomenon. The goal of this study is to investigate the effects of the perceived risk on the consumer purchasing behavior. The survey was distributed, whether in person or online, to 479 participants who had a previous experience about online shopping in order to apply the necessary statistical description methods, using SPSS software, such as frequencies, percentages and multiple regressions that will be used to test eight hypostasis. Findings show a significant negative effect of perceived risk as overall and its seven dimensions toward consumer purchasing behavior. To reduce the risk of online shopping , many factors that support the confidence and reduce the perceived risk that affect online shoppers, including build trust , privacy and security , the extent of information provided