Abstract:
Purpose
The main purpose of this research is to determine the impact of perceived risks on online
purchase intentions which will contribute for future betterment of e-marketers in
understanding the consumer behavior.
Methodology & Design
Type of research is Explanatory. An online survey was conducted in which 390 respondents
were involved. Data was analyzed in IBM SPSS 23.
Findings
According to findings of this research Security risk, Social risk and Psychological risk have
significant negative impact on online purchase intention. While Financial, Product and Time
risk are not significant. Hence among all the variables Security risk is the main determinant
which withheld the buyers’ intention to invest. Moreover the findings have an impact of
Covid and lockdown situation as the research was carried out in those time.
Limitations
Time constraints are the main limitation ofthis research.
Recommendation
The marketers must focus more on providing a secure online platform so that this perceived
risk is reduced in future and can result in increasing no of purchases. Moreover psychological
and social aspect of individuals must also be considered.
