RISK FACTORS INFLUENCING E-SHOPPING BEHAVIOUR OF CONSUMERS AND THEIR DECISIONS

Abstract

This study explains about various factors that influencing e-shopping behaviour of consumers that is deemed to be an important aspect of digital buying. Further, various studies had discussed this aspect, but very limited literature available in Indian perspective for e-shopping behaviour as it was at nascent stage especially in non-metro cities. The primary objective of the research paper is to investigate the variables that influence e- consumers’ behaviour especially in Lucknow region. Moreover, the paper is followed by a research model (Figure 1) that investigating the influence of perceived risk factors, return policy variables and non-delivery risk factors on behaviour fore-shopping. To analysing the influence of these factors on e- shoppers’ behaviour, hypotheses were constituted in present study. For the analysis, 260 questionnaires were distributed through online mode (google form ) among the respondents of different age levels in Lucknow. Majority of respondents were there from university and college students who have done shopping online at least once in a year and were randomly selected. Moreover, for hypothesis testing, regression analysis was used with SPSS (24.0) to understand the relationship of factors in the research study.

After analysis, the study stated that perceived risks, such as-financial risks, convenience with product risks and return policy issues have significant influence on e-shopping behaviour. Also, Analysis indicated that non-delivery risks had no significant influence on e-shopping consumer behaviour. At last, the research paper made other researchers and corporate enable to understand the consumer behaviour towards-shopping and its importance with issues for their prospects and further research work.