Examining the Relationship between Perceived Risks and Online Shopping Intention

Internet users in the country are increasing by leaps and bounds. Owing to rapidly growing number of online retailers and their efforts in creating shopper-friendly environment online is driving the shoppers towards e-shopping. However, shoppers may feel uncertainty while shopping online as they do not interact with anyone personally as in physical retail store environment which may lead to hesitancy in shopping online. This condition may be attributed to perceived risks. This work attempts to explore the relationship between perceived risks and online shopper’s intention of buying online on the basis of primary data collected from the respondents. The data analysis reveals that various perceived risks are negatively related to online buying intention which may dither the online shopper from shopping online. In order to ease such a situation further study can be taken up to find the underlying factors giving birth to such perceived risks so as to take proactive steps to deal with these risks and enable the worry-free online shopping.