INFLUENCE OF CONSUMERS PERCEIVED RISK ON CONSUMERS ONLINE PURCHASE INTENTION

Abstract

The goal of this article i is to examine the influence of six risk variables viewed by consumeis and the incentive of customers for digital purchases. In this analysis, the effect of financial risk, product risk, security risk, time risk, social risk and psychological risk and intention to buy online was analyzed. The questionnaire sample was used to gather the necessary data and quantitative approaches were used to evaluate the suggested hypotheses. 400 respondents engaged in an online poll, and Smart PLS3 quantitatively evaluated the results. The results of this report show the potential risks for customers when they intend to shop online. Five potential risk factors have a substantial negative effect on the intent of customers to shop online, while security risk has been shown to be negligible. This concern has arisen because many online retailers will not highlight the primary factors that will lead to the future risk of customers. Perceptions of danger to buyers will also impact the attitude of consumers towards online shopping and trends ofbuying behavior. Studies on the potential threats to online also inconclusive. Therefore, there is a wide buying intentions faced by customers scope for incorporation in this article