Perceived risk and online shopping attitude- an Indian Perspective

With the exponential growth of Internet population, Internet has increasingly become a popular platform for shopping among Internet users in India. The objective of this study is to investigate the role of a key antecedents; perceived risks in formation of online shopping attitude of women in India. The study also studies the impact of online shopping attitude on online shopping Intentions by the application of the theory of reasoned action. A self-administered and structured online survey was conducted targeting female online shoppers of four metropolitan cities of India. A sample of 508 online women shoppers was considered in the online survey. Structural Equation Modeling and path analysis was also used to examine the hypothesized relationships of the research model.The present research reveals perceived risk was not found to have any significant impact on online shopping attitude. There was also a significant relationship found between online shopping attitude and online shopping intention.