ISSN: 1204-5357

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Research Article Open Access

Analyzing Perceived Risks and Website attributes in E-Retailing: a Study from India


With the Internet users crossing the figure of 150 million in 2012, India is witnessing a more mature growth among the users. The large internet user market despite a low penetration level also suggests that the online market of India has huge business potential. This research study examines the behaviour of online consumer in India in terms of internet usage, perceived risks, and website attributes influencing online users. Further, we studied influence of perceived risks on intent to do online purchase in future. A structured questionnaire was administered to 600 online consumers using field and online survey mediums. Results show that Indian online users had high level of perceived risks, highest fear being related to the delivery of products purchased online. Information quality, product range and after online sales service are most preferred website attributes which influence Indian online users.


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