.

ISSN 2063-5346
For urgent queries please contact : +918130348310

PERCEIVED RISK AND PERCEIVED BENEFITS: IMPACT AMONG ONLINE CONSUMERS BUYING BEHAVIOUR

Main Article Content

Renuka L , Dr.G. A Venkatesan
» doi: 10.31838/ecb/2023.12.s2.223

Abstract

Online shopping has become an increasingly popular mode of purchasing goods and services. However, consumers face a variety of challenges, including the risk of financial loss, the possibility of receiving damaged or faulty products, and concerns about the privacy and security of their personal information. Despite these risks, online shopping offers a range of potential benefits, including convenience, cost savings, and access to a wider selection of goods and services. The purpose of this study is to examine the impact of perceived risk and perceived benefits on online consumer buying behaviour. The study employs a mixed-methods approach, using both qualitative and quantitative analysis. The findings of this study suggest that consumers perceive a range of risks associated with online shopping, including financial risk, product quality risk, and security and privacy risk. The study finds that perceived benefits have a significant positive impact on online consumer buying behaviour, whereas perceived risk has a negative impact on buying behaviour. Moreover, the results suggest that the effect of perceived benefits on buying behaviour is greater than the effect of perceived risk.

Article Details