The role of perceived risk in influencing online shopping attitude among women in India

Abstract

The objective of this research study is to examine the key components of perceived risk (security risk, privacy risk, product risk and non delivery risk) in ecommerce and the impact of perceived risk on online shopping attitude among online women shoppers in India. It proposes a model explaining how perceived risk in online shopping impacts attitude and what is the impact of online shopping attitude on online shopping intention. Sample size of 508 women shoppers was considered in the study and the technique of Structural equation modelling was employed. An online questionnaire was administered at internet users who had prior online shopping experience. Confirmatory factor analysis was used to evaluate the research constructs, validity and composite reliability. The results of the study demonstrate that perceived risk is not a significant factor influencing attitude of women shoppers in India. Security risk was marginally significant out of the different types of risks considered in the study.