Mediator Role of Attitude toward Site in the Effect of Risk Perception and Benefit Perception on Net Benefit

In online shopping customers have risk perception and benefit perception. These perceptions affect their attitudes towards the online shops. In this paper, interconnected relationship among product risk, financial risk, shopping flexibility, product selection, attitude toward site and net benefit have been suggested. In order to test hypotheses, structural equation modelling method has been used. By studying on a sample consists of 407 people who purchase goods or services from e-commerce web sites, it is found that attitude toward site plays mediator role in the effect of risk perception and benefit perception on net benefit