IMPACT OF INTERNET USE RISK, ATTITUDE TOWARDS THE SECURITY OF THE WEBSITE, CONVENIENCE OF ONLINE PURCHASES IN INTENTION TO BUY ONLINE

The last decade has seen phenomenal growth in online sales around the world. This paper studies the impact of the risk associated with using the Internet, attitudes towards a website's security features and the convenience associated with online shopping, and how the three together affect the intention to shop online. Multiple regression was used to conduct the study. Cronbach's alpha and other tools to verify the reliability and validity of the data were applied correctly and the values ​​were satisfactory. Attitude towards website security was found to have the greatest impact on online purchase intent, followed by the convenience of online shopping. It also appears that the risk associated with internet use is negatively linked to the intention to shop online. It is suggested to highlight the security features of online stores and mitigate the risk associated with the use of the Internet. Online stores should emphasize the convenience of browsing and ordering from online stores.