Consumer Perceived Risk in Online Shopping Among Students of University of Benin, Edo State

This study empirically investigates the influence of consumer perceived risk on online shopping behavior among students at the University of Benin, Nigeria. It assesses the impact of six key risk dimensions: product, delivery, financial, security, time, and social risk. A quantitative research design was employed, utilizing a structured questionnaire administered to a sample of 396 undergraduates. Data analysis involved descriptive statistics and multiple linear regression. Findings reveal product risk and delivery risk are the most significant barriers, with high mean scores of 4.57 and 3.66, respectively. Regression analysis confirmed delivery risk (β = -6.88, p < 0.001) and product risk (β = -5.12, p < 0.001) as the strongest negative predictors. Financial and security risks had a lesser impact, mitigated by prevalent strategies like cash-on-delivery, used by 76.8% of respondents. Time and social risks were statistically insignificant. The study concludes that infrastructural and logistical challenges are the primary barriers to e-commerce adoption. It recommends that platforms prioritize reliable logistics and quality assurance, while policymakers address infrastructural deficits to foster a trustworthy digital marketplace and unlock the sector’s growth potential in Nigeria’s evolving economy.