This main purpose of this research is to examine the consumers perceived
shopping value – utilitarian and hedonic influence the consumer’s perceived
benefit and risk in online shopping. This research conducted online questionnaire
to collect the data, which is distributed to 178 respondents. Regression analysis
used to analyze the data. The results shows that utilitarian and hedonic shopping
value have impact on individuals perceived benefits and risks in online shopping.
The result of this research could help marketers to understand the perceived
benefit and risk on utilitarian and hedonic shopping value in online shopping.