A Study on Consumers Perceived Risk in Online Shopping in Madurai City
Abstract
Utilizing the internet as a marketing platform has become increasingly popular among companies, presenting an unconventional avenue for reaching consumers. Perceived risk serves as a crucial indicator in comprehending consumer behavior, as individuals are often more driven to evade potential losses than to maximize successful purchases. This underscores the significance of understanding consumers’ perceived risk, particularly for managerial decision-making. Online shopping, characterized by its convenience and the expansive product offerings at one’s fingertips, has become a prevalent method of commerce. Mobile commerce (m-commerce) extends this convenience, referring to purchases made through an online retailer’s mobileoptimized site or app. Additionally, when businesses engage in online transactions with other businesses, it falls under the category of business-to-business (B2B) online shopping. This study, conducted in Madurai City, involves the collection of 50 samples to examine consumers’ perceived risk in online shopping. The primary objectives include identifying various categories of perceived risks, analyzing the diverse risks associated with online shopping, and understanding consumers’ risk perceptions in this context. The analysis of perceived risk contributes to enhancing marketing efficiency, underscoring the pivotal importance of studying consumers’ perceived risk in the realm of online shopping.
Copyright (c) 2023 P. Ponraj, S. Athi Narayanan

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