Open AccessRISK PERCEPTION IN E-COMMERCE: A HOLISTIC REVIEW OF EMERGING ONLINE SHOPPING IN INDIA
Author(s) -
A P Muhammad Shafeeque,
K T Thomachan
Publication year - 2017
Publication title -
international journal of research - granthaalayah
Language(s) - English
Resource type - Journals
eISSN - 2394-3629
pISSN - 2350-0530
DOI - 10.29121/granthaalayah.v5.i6.2017.2021
Subject(s) - risk perception , perception , internet shopping , the internet , e commerce , internet users , advertising , psychology , internet privacy , marketing , business , computer science , world wide web , neuroscience
This paper examines the perceived risks associated with online shopping. Perceived risk defined as a consumer’s belief about the potential losses or other negative outcomes from transacting on the internet. Fifty-eight percent of internet users describe online shopping as a frustrating, confusing, and overwhelming activity. Even though majority of the online shoppers have perceive risk, religion, income and occupation are not found to be significant factors in risk perception.