Influence of Perceived Risk on Online Purchase Intentions
Mehul
Mehul, Research Scholar, Department of Commerce, Punjabi University, Patiala, Punjab, India
Manuscript received on 09 January 2021 | Revised Manuscript received on 21 January 2021 | Manuscript Accepted on 15 May 2021 | Manuscript published on 30 May 2021 | PP: 60-67 | Volume-1 Issue-1, May 2021 | Retrieval Number: 100.1/ijef.F1568029623 | DOI: 10.54105/ijef.F1568.01010521
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This study investigates the impact of various types of risk perceived (financial risk, product risk, security risk, time risk, social risk and psychological risk) by consumer on his/her online purchase intention by conducting survey method. A total of 370 responses were collected from the respondents Punjab, Haryana and Chandigarh to analyse the critical factors of perceived risk affecting online purchase intention. Analysis was carried out by using Partial Least Square Structural Equation Modelling (PLS-SEM) using SmartPLS software. The results showed that out of six types of risk perceived by consumer, four factors have significant negative effect on the online purchase intentions of the consumer which are financial risk, product risk, security risk and psychological risk. Study also suggests strategies for the e-retailers by which they can minimise consumer’s perception about these types of risks.
Keywords: Perceived Risk, Online Purchase Intention, Online Shopping, Consumer, Online Risk, Risk.
Scope of the Article: Economics