Perceived Risk and Online Shopping Behavior of Generation Y Consumers: Literature Review and Model Proposal

Abstract

Abstract

In recent years, the retail landscape has undergone significant change with the rise of online shopping, particularly among Generation Y consumers. This context highlights the importance of exploring the relationship between perceived risk and online shopping behavior among this cohort. This article presents a comprehensive review of the literature on the subject, bringing together studies from different countries and selected on the basis of a systematic methodology.

The literature analysis highlights the different dimensions of perceived risk, such as transaction security, data confidentiality and product quality, and their impact on the online purchasing behavior of Generation Y consumers. In addition, this article examines the changing attitudes of this generation towards digital platforms and trust mechanisms.

As a contribution, this article also proposes the formulation of a conceptual model integrating the various factors related to perceived risk and the online purchasing behavior of Generation Y consumers. This model provides a theoretical basis for understanding and predicting consumer choices in the context of e-commerce, enabling practitioners and researchers to develop relevant strategies and recommendations for this important consumer cohort.

Keywords: Perceived risk, Online shopping behavior, Generation Y consumer, E-commerce, Influential factors.