International Journal of Marketing and Business Communication

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A Comparative Study of Online Shopping Behaviour: Effects of Perceived Risks and Benefits


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1 Student, School of Business Management and Economics, University of Sussex, United Kingdom
2 Research Scholar, Business School, University of Kashmir, Jammu & Kashmir
     

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This study investigates the role of perceived risks and benefits in influencing the consumer's purchase decision process during online shopping in UK and India. The purpose of this research is 1) to examine the relationship between consumer's beliefs (British and Indian) regarding online shopping risks and benefits and their attitude towards online purchase of products, 2) to study the relationship between consumer's attitude and intention of online purchase of products, and 3) to explore differences between British and Indian consumers in terms of the perceived benefits and risks towards online shopping. The study revealed support for the significant relationships for both Indian and British consumers between perceived risks and benefits and attitude towards online shopping. Significant differences in perceived risks and benefits associated with Internet shopping between Indian and British consumers were also observed. While Indian consumers perceived more risks than British consumers the benefits of Internet shopping perceived by Indians were found to be significantly less.

Keywords

Risks, Benefits, British, Indian, Online Shopping, Attitude
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  • A Comparative Study of Online Shopping Behaviour: Effects of Perceived Risks and Benefits

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Authors

Sajid Nazir Wani
Student, School of Business Management and Economics, University of Sussex, United Kingdom
Sheeba Malik
Research Scholar, Business School, University of Kashmir, Jammu & Kashmir

Abstract


This study investigates the role of perceived risks and benefits in influencing the consumer's purchase decision process during online shopping in UK and India. The purpose of this research is 1) to examine the relationship between consumer's beliefs (British and Indian) regarding online shopping risks and benefits and their attitude towards online purchase of products, 2) to study the relationship between consumer's attitude and intention of online purchase of products, and 3) to explore differences between British and Indian consumers in terms of the perceived benefits and risks towards online shopping. The study revealed support for the significant relationships for both Indian and British consumers between perceived risks and benefits and attitude towards online shopping. Significant differences in perceived risks and benefits associated with Internet shopping between Indian and British consumers were also observed. While Indian consumers perceived more risks than British consumers the benefits of Internet shopping perceived by Indians were found to be significantly less.

Keywords


Risks, Benefits, British, Indian, Online Shopping, Attitude

References