Effect of consumers' perceived risk on relationship marketing for m-shopping in India: the moderated mediation role of demonetisation
by Ishfaq Hussain Bhat; Shilpi Gupta
Global Business and Economics Review (GBER), Vol. 27, No. 3, 2022

Abstract: With the development of digital technologies, customers have shifted to various digital platforms for fulfilling their shopping requirements. With demonetisation digital platforms for shopping have been encouraged thus paving the way for m-shoppers to shop at their place of convenience. In spite of all the benefits offered to m-shoppers, they perceive certain risks while shopping through their mobile phones. Therefore, the present study examines the impact of various behavioural constructs like perceived risk, trust, commitment and purchase intention on m-shopping. The data collected with the help of standardised questionnaires was subject to various statistical tools. The findings of the study reveal that perceived risk has an inverse relationship with m-shopping behaviour. The moderated mediation analysis also indicates a positive impact of demonetisation on overall m-shopping behaviour. The study contributes to the m-shopping literature and recommends to the academicians, policymakers and retailers to gauge the quantum of various risks perceived by the customers in m-shopping.

Online publication date: Tue, 27-Sep-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the Global Business and Economics Review (GBER):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com