Abstract
Although the online shopping is on rise on daily basis, but online shopping is not done by everybody. Perceived risk is one of the big hurdles in online shopping. Measuring this aspect & finding the details of it & implementing the ways to reduce it will increase online shopping. The current study is done by the researchers to understand the impact of perceived risk on youth of Pune on their online shopping. To study, factor analysis as research tool has been taken. The finding of the study are the buyers have maximum perceived risk regarding financial risk, social risk, time risk and last but not the least, security risk. Non shoppers give maximum value to financial risk and Security risk which are common to shoppers also additional two risks are physical risk and psychological risks
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