Adjaino, O.V., Isibor, O.F. & Ogbomo, R. N. (2018). Perceived risk and Online purchase behaviour amongst Undergraduates: Evidence from the University of Benin. SAU-Journal of Management and Social Sciences, 3(1&2), 129-141. Adjaino, O.V., Isibor, O.F. & Ogbomo, R. N. (2018). Perceived risk and Online purchase behaviour amongst Undergraduates: Evidence from the University of Benin. SAU-Journal of Management and Social Sciences, 3(1&2), 129-141. PERCEIVED RISK AND ONLINE PURCHASE BEHAVIOUR AMONGST UNDERGRADUATES: EVIDENCE FROM THE UNIVERSITY OF BENIN ADJAINO, Omote Victor (Ph.D.), ISIBOR, Osaiga Felix (Ph.D.) & OGBOMO, Rita Nekpen Department of Business Administration Faculty of Management Sciences University Of Benin Benin City ABSTRACT This study examines perceived risk and online purchase behaviour amongst undergraduates. A total of 400 respondents were purposively selected from among University of Benin students to represent the population. Of the 400 questionnaires that were administered, 396 were retrieved representing a 99% response rate. Data collected were analyzed using descriptive statistics (frequency, percentages and mean) and regression technique. The result shows that although product risk was found to be the most crucial of all the perceived risks, only delivery risk was found to significantly affect online purchase behaviour amongst undergraduates. Risk reduction strategies commonly adopted by undergraduates in online purchasing include ‘seeking expert advice’, ‘patronizing only known/major online stores’, ‘patronizing online stores that guarantees a refund of money’, ‘patronizing online stores they have used in the past’ and ‘seeking other people's opinion (word of mouth’). With respect to demography, we found that risk perception in the online purchase context did not vary across gender, age, monthly allowance and faculty. Keywords: Internet; Online Purchase Behaviour; Perceived risk; Undergraduates; UNIBEN. Correspondence: Osaiga Felix Isibor, Department of Business Administration, Faculty of Management Sciences, University of Benin, P.M.B 1154, Benin City, Edo State, Nigeria. E-mail: osaiga.isibor@uniben.edu.