The digital age has changed consumer’s purchasing behavior, shifting them away from physical stores to online stores. E-commerce has been increasingly gaining popularity among consumers due to the rapid development of the Internet. Nevertheless, such benefits have contributed many possible challenges to the overall e-commerce business environment. Past studies have shown that perceived risks such as product risk, financial risk, non-delivery risk and convenience risk were some of the challenges that hinder consumers from shopping online. These contributing factors were well studied. However, the influence of consumer’s perceived risks on online consumer’s repurchase behavior have not been examined in depth in the context of Malaysia’s e-commerce industry. Therefore, the objective of this study was to investigate the influence between each of the four dimensions of perceived risks namely Perceived Product Risk (PPR), Perceived Financial Risk (PFR), Perceived Convenience Risk (PCR) and Perceived Non-Delivery Risk (PNDR) on online consumer’s repurchase behavior. An online survey was distributed to two Buy and Sell groups from a famous online social media platform – Facebook. Out of these surveys questionnaire that were distributed, 200 valid samples were collected. Results indicated that Perceived Non-Delivery Risk (PNDR) and Perceived Financial Risk (PFR) had moderate impact on Malaysian online consumer’s attitude. On the other hand, Perceived Product Risk (PPR) and Perceived Convenience Risk (PCR) did not have significant impact towards Malaysian online consumer’s attitude. Furthermore, the result also revealed that there was strong influence between online consumer’s attitude and repurchase behavior.
