RISK PERCEPTION IN E-COMMERCE: A HOLISTIC REVIEW OF EMERGING ONLINE SHOPPING IN INDIA
DOI:
https://doi.org/10.29121/granthaalayah.v5.i6.2017.2021Keywords:
E-Commerce, Online Shopping, Risk Perception, B2C, Kruskal Value, Chi-SquareAbstract [English]
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.
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References
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