Perceived Risk in Online Buying: A Review

Authors

  • Ram Narayan Ray
     Research Scholar, Department of Business Administration, Aligarh Muslim University, Aligarh –202001, Uttar Pradesh
  • Mohammed Naved Khan
     Associate Professor, Department of Business Administration, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh – 202001, Uttar Pradesh
  • Shamsher Singh
     Associate Professor, Banarsidas Chandiwala Institute of Professional Study, GGSIP University, Dwarka – 110075, New Delhi, Delhi

DOI:

https://doi.org/10.15410/aijm/2021/v10i2/160803

Keywords:

E-commerce, Online Buying Intention, Perceived Risk

Abstract

The tremendous increase in use of Internet and high growth of technology across the world including India has changed the business environment. Internet has become a major channel of communication. Use of smart phone has increased and has become very popular mode of accessing Internet. Online buying is growing at very fast rate in the world and India. Electronic commerce is also expanding. But the current level of online sales is a small percentage of the total retail sales in India. Amongst the many factors, perceived risk is considered to be a vital factor that affects online consumers’ buying intentions. Hence, to minimize perceived risk, understanding consumers’ online buying behavior and their risk perceptions are required. This study has been done to review and analyze available research to bring out factors influencing perceived risk, types of perceived risk and consequence of perceived risk on intention to online purchase. This will help marketers to plan the strategy to reduce consumers’ risk for online shopping and induce offline shoppers to become potential online customer, and provide suggestion to researchers. 

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Published

2021-07-14

How to Cite

Ray, R. N., Khan, M. N., & Singh, S. (2021). Perceived Risk in Online Buying: A Review. ANVESHAK-International Journal of Management, 10(2), 162–212. https://doi.org/10.15410/aijm/2021/v10i2/160803

Issue

Volume 10, Issue 2, July 2021

Section

Articles
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Europe PMC

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