The Effect of Youth Perceived Risk of Online Shopping in Virtual Communities on Shopping Behavior

Document Type : Original Article

Author

Associated Professor, public Relations Department, Faculty of Mass Communication, Beni-Suef University

Abstract

Social Network sites are one of the most important tools for communication among youth, that is why all corporation seeks to launch their pages or accounts online to promote their products or present their services.
Virtual Communities are online social groups where consumers discuss different topics about products or services, and corporation use such communities to market their product or services and present information about, it is a space where both consumers and corporations interact efficiently.
This study seeks to indicate the perceived risks of online shopping and to understand the impact of this perceived risks on youth intention and buying behaviors.
This study depends on theory of reasoned action using survey conducted on a sample of 400 Egyptian youth.
The results showed that the sample acknowledge that there are different benefits related to online shopping for instance it saves time and effort. On the other side the perceived risks are related to the product performance, and to the consumer privacy.

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