Examining Associations Between Socio-Demographic Characteristics and Online Shopping Risk Determinants of Consumers in Bulgaria

This study examines associations between socio-demographic characteristics and online shopping risk determinants of consumers in Bulgaria. It focuses on nine risk determinants grouped into four domains—technological, logistical, legal and geographical, and other risks. The analysis is based on aggregated official data from Eurostat and the National Statistical Institute of Bulgaria. The methodological framework employs a correlational approach using non-parametric correlation coefficients. The empirical results reveal statistically significant associations of varying strength. Employment status demonstrates the strongest associations among the socio-demographic variables, while gender, educational level, and age exhibit relatively weaker associations. These findings provide actionable insights for evidence-based strategies to mitigate online shopping risk determinants and support policies and initiatives to enhance consumer protection and engagement in Bulgaria’s e-commerce sector.