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

Authors: Nupur Arora; Manmohan Rahul

Addresses: School of Management Studies, Ansal University, Gurugram, Haryana, India ' School of Management Studies, Ansal University, Gurugram, Haryana, 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.

Keywords: online shopping attitude; OSA; online purchase intention; e-commerce; perceived risk; security; privacy; product; India.

DOI: 10.1504/IJPSPM.2018.088697

International Journal of Public Sector Performance Management, 2018 Vol.4 No.1, pp.98 - 113

Received: 29 May 2017
Accepted: 22 Jun 2017

Published online: 14 Dec 2017 *

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