Acceso usuarios
K R Abarna
, V Vijayalakshmi, V Andal
Purpose: The main aim and purpose of this paper to the intrinsic relationship among risk, trust and purchase decision of online shopping customers and to validate the constructs of risk and trust in the study area of Chennai city.
Theoretical Framework: The whole theory of this research leans upon the consumers' perceptions of risk and trust in online purchases arise from the need for the product and purchase convenience. The technology readiness in online transactions motivates the online shopping consumers to take their purchase decision amid risk and Trust.
Design/Methodology/Approach: The well-structured questionnaire is circulated among 750 respondents, 50 each in all the 15 zones of Chennai city and able to receive usable 511 responses. The data was investigated through statistical tools, correlation analysis, Cronbach alpha method, confirmatory factor analysis and structural equation model (SEM).
Findings: It is found that the purchase decision of online consumers depends upon their optimistic purchase attitude towards online shopping, the risk involved in online shopping and customer trust in online shopping.
Research Practical and Social Implications: This present research revealed a practical research along with social implications namely both state and central governments in India should form strategies to assure security to online shopping and even encourage even the unorganized sector to involve in online shopping.
Originality/Value: The originality of this research is the development and test of three hypotheses pertaining to the relationship among three marketing entities in perceived of consumers, trust of consumers and their purchase decision. The relationship has the empirical proof to emphasize their value.
