Nowadays, online shopping is a necessary component of modern life, allowing consumers to conveniently buy products and services. But, with the ease and convenience come certain risks that consumers experience. This research investigates the relationship between perceived risks and intention to purchase online, while also exploring how sociodemographic variables influence individuals' risk perceptions. Using a survey and structural equation modeling, the analysis of 308 participants across India identifies significant impacts of delivery, financial, and security risks on consumers' purchase intentions. Concerning the moderating impact of sociodemographic factors, only gender exhibited a moderating effect, while age and income did not influence the risk-intention relationship. These findings offer practical guidance for e-commerce players to mitigate consumer concerns and promote online shopping confidence
Download
Download XML