Influence of Perceived Risk Dimensions on Online Shopping Behaviour of Under-graduate Students
DOI:
https://doi.org/10.31305/rrijm2022.v02.n02.006Keywords:
Financial risk, Product risk, Convenience risk, Online shoppingAbstract
Online shopping has been growing at fast pace in India due to the fast penetration of internet and smart phones among the masses. The younger generation is seen more accustomed to online shopping due to their tech savvy nature. Therefore, in this study the population taken consists of the students pursuing their undergraduate level courses. Many factors affect the online shopping behaviour of customers and out of those, perceived risk has been seen as a major factor. Studies are found in recent literature relating to perceived risk, but most of them are taking it as a whole construct or very few studies exist relating to the various dimensions of perceived risk, and that too specially in Indian context. Therefore, three dimensions of perceived risk in online shopping- financial risks, product risks and convenience risks are included in the present study. It has tried to individually study their positive or negative influences on online shopping behaviour of students. Regression analysis results showed that financial risk and convenience risks negatively influence the online shopping behaviour of students, while influence of product risk was found insignificant. The findings of the study could be used by the online sellers to better design their strategies to attract customers from the young age group.
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