DETERMINING THE IMPACT OF CONSUMERS’ PERCEIVED RISKS ON ONLINE PURCHASE INTENTIONS A CASE IN POINT, KARACHI, PAKISTAN

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.