TV shopping is a form of non-store business that, despite its remarkable growth and optimistic outlook, has more of its negative aspects. Consumers worry about buying a product from "anonymous" sellers without physically testing the products. Therefore, it is assumed th
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TV shopping is a form of non-store business that, despite its remarkable growth and optimistic outlook, has more of its negative aspects. Consumers worry about buying a product from "anonymous" sellers without physically testing the products. Therefore, it is assumed that people may feel a certain degree of risk when buying a product online. Accordingly, the current study aims to assess the risk indicators affecting the behavior of television purchases in Iran. To have this type of purchase, was selected. In this study, a standard questionnaire was used online and the data were analyzed using SPSS software and structural equation modeling method in Smart Pls software. According to the research literature, 6 types of risks that could affect consumers' TV buying behavior were identified, and based on the results, it was determined that financial, operational and time risks affect shopping behavior. Based on the results, it can be said that the perception of risk in TV shopping affects consumer buying behavior and high level of this risk (s) can prevent the purchase of goods through this channel, so TV marketers need to be diligent in identifying, reducing and minimizing the risks perceived by the consumer by building trust and confidence.
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