Open AccessThe role of perceived risk in influencing online shopping attitude among women in India
Author(s) -
Nupur Arora,
Manmohan Rahul
Publication year - 2017
Publication title -
international journal of public sector performance management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.232
H-Index - 8
eISSN - 1741-105X
pISSN - 1741-1041
DOI - 10.1504/ijpspm.2018.10009508
Subject(s) - confirmatory factor analysis , structural equation modeling , risk perception , psychology , reliability (semiconductor) , internet shopping , sample (material) , the internet , product (mathematics) , computer assisted web interviewing , advertising , social psychology , applied psychology , marketing , business , computer science , perception , statistics , mathematics , power (physics) , physics , chemistry , geometry , chromatography , quantum mechanics , world wide web , neuroscience
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.
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