This article explores why some consumers are drawn to online shopping while others are not, focusing on the risks and convenience associated with internet shopping. The authors argue that while online shopping offers significant convenience, it also carries risks, such as the security of credit card information and the inability to touch or return items. Despite these risks, internet sales have been increasing, indicating that consumers perceive the benefits of convenience to outweigh the perceived risks. The study uses a survey to analyze the factors influencing shopping behavior, including product category risk, financial risk, and individual characteristics like age, gender, and experience with the internet. The results show that older consumers and those with more internet experience are more likely to shop online, while product categories with high financial risk, such as electronics and software, are perceived as less risky. The authors conclude that internet retailers need to focus on reducing perceived risks to make the internet a more attractive shopping option, and they suggest that segmentation based on demographic factors can help tailor these efforts.This article explores why some consumers are drawn to online shopping while others are not, focusing on the risks and convenience associated with internet shopping. The authors argue that while online shopping offers significant convenience, it also carries risks, such as the security of credit card information and the inability to touch or return items. Despite these risks, internet sales have been increasing, indicating that consumers perceive the benefits of convenience to outweigh the perceived risks. The study uses a survey to analyze the factors influencing shopping behavior, including product category risk, financial risk, and individual characteristics like age, gender, and experience with the internet. The results show that older consumers and those with more internet experience are more likely to shop online, while product categories with high financial risk, such as electronics and software, are perceived as less risky. The authors conclude that internet retailers need to focus on reducing perceived risks to make the internet a more attractive shopping option, and they suggest that segmentation based on demographic factors can help tailor these efforts.