Title: Effect of consumers' perceived risk on relationship marketing for m-shopping in India: the moderated mediation role of demonetisation

Authors: Ishfaq Hussain Bhat; Shilpi Gupta

Addresses: School of Commerce, Narsee Monjee Institute of Management Studies (NMIMS), Navi Mumbai, Maharashtra, India ' Chitkara Business School, Chitkara University, Punjab, India

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.

Keywords: perceived risk; demonetisation; trust; commitment; purchase intention; India; digital; m-shopping; apps; shopping behaviour; financial risk; functional risk.

DOI: 10.1504/GBER.2022.125743

Global Business and Economics Review, 2022 Vol.27 No.3, pp.281 - 302

Received: 17 Feb 2021
Accepted: 06 Oct 2021
Published online: 27 Sep 2022 *

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