Demographic characteristics impact analysis on perceived risk in online shopping

Janković, Lidija; Panić, Marija

Conference Object Open access M34

Krstic & Panic, 2026_IMCSM.pdf (1.05MB)

2026

Janković, Lidija
Panić, Marija

University of Belgrade, Technical Faculty in Bor

Book of abstracts [Elektronski izvor] - XXII International May Conference on Strategic Management – IMCSM26, May 2026 Belgrade, Serbia

XXII

English

M34 - Conference paper at an international conference, printed as an abstract

Online shopping has become a crucial part of today's digital marketplace, but due to concerns about product quality, payment security, privacy, delivery, and scheduling, customers often view it as risky. This paper focuses on assessing and ranking the key perceived risks in online shopping using a modified FMEA methodology. The research covers five critical dimensions: product, security, privacy, time, and delivery risks. On a sample of 94 respondents, by calculating Risk Priority Numbers (RPNs) on the basis of probability, severity, and the possibility of detection, the quantification of users' subjective attitudes was carried out. Methodological validity was confirmed by the high value of the Cronbach's alpha coefficient, while MANOVA and multiple linear regression analysis were used to examine the influence of respondents' demographic characteristics on the overall level of perceived risk. The results indicate the absence of a statistically significant influence of demographic variables, thus affirming the thesis about the universality of perceived risks within the observed sample. Online shops should use the data to identify major perceived risks and create focused initiatives to reduce them, which will increase customer satisfaction and trust.

online shopping, perceived risk, modified FMEA, Risk Priority Number (RPN), MANOVA

ISSN

2620-0597

ISBN

978-86-6305-167-6

URI

https://mksm.tfbor.bg.ac.rs/downloads/2026/I...
https://repozitorijum.tfbor.bg.ac.rs/handle/...

dc.creator	Janković, Lidija
dc.creator	Panić, Marija
dc.title	Demographic characteristics impact analysis on perceived risk in online shopping
dc.date.issued	2026
dc.publisher	University of Belgrade, Technical Faculty in Bor
dc.identifier.isbn	978-86-6305-167-6
dc.identifier.uri	https://mksm.tfbor.bg.ac.rs/downloads/2026/IMCSM26_BOOK_OF_ABSTRACTS.pdf
dc.identifier.issn	2620-0597
dc.type	conferenceObject
dc.source	Book of abstracts [Elektronski izvor] - XXII International May Conference on Strategic Management – IMCSM26, May 2026 Belgrade, Serbia
dc.citation.volume	XXII
dc.citation.issue	1
dc.citation.spage	8
dc.language.iso	en
dc.type.version	publishedVersion
dc.citation.rank	M34
dc.subject	online shopping
dc.subject	perceived risk
dc.subject	modified FMEA
dc.subject	Risk Priority Number (RPN)
dc.subject	MANOVA
dc.description.abstract	Online shopping has become a crucial part of today's digital marketplace, but due to concerns about product quality, payment security, privacy, delivery, and scheduling, customers often view it as risky. This paper focuses on assessing and ranking the key perceived risks in online shopping using a modified FMEA methodology. The research covers five critical dimensions: product, security, privacy, time, and delivery risks. On a sample of 94 respondents, by calculating Risk Priority Numbers (RPNs) on the basis of probability, severity, and the possibility of detection, the quantification of users' subjective attitudes was carried out. Methodological validity was confirmed by the high value of the Cronbach's alpha coefficient, while MANOVA and multiple linear regression analysis were used to examine the influence of respondents' demographic characteristics on the overall level of perceived risk. The results indicate the absence of a statistically significant influence of demographic variables, thus affirming the thesis about the universality of perceived risks within the observed sample. Online shops should use the data to identify major perceived risks and create focused initiatives to reduce them, which will increase customer satisfaction and trust.
dc.rights.license	CC-BY-NC-ND
dc.rights.uri	https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.date.accessioned	2026-10-16T11:47:02Z
dc.description.provenance	Submitted by ljankovic@tfbor.bg.ac.rs on 2026-10-15 08:30:24.277389, with 2 file(s). Approved by Милица Ницуловић (mniculovic@tfbor.bg.ac.rs) on 2026-10-16T11:47:02Z.
dc.identifier.uri	https://repozitorijum.tfbor.bg.ac.rs/handle/123456789/6145
dc.identifier.fulltext	https://repozitorijum.tfbor.bg.ac.rs/bitstream?id=3ba7d3af-4cfa-4d71-943c-92b63b9ed38e


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