Influence of Perceived Risk Dimensions on e-Shopping Behavioural Intention among Women—A Family Life Cycle Stage Perspective

Raman Amirtha,V J Sivakumar,Yujong Hwang

doi:10.3390/jtaer16030022

Abstract

The relationship between perceived risk and behavioral intention (BI) in e-shopping, based on family life cycle (FLC) stages, has been analyzed in this work. Although FLC stages are considered to have a better predictive ability than age, few e-shopping studies have concentrated on understanding its effects. This study, as a pioneering effort, has divided Indian women based on nine FLC stages and has studied the role of ten dimensions of perceived risk on BI to shop online across each life cycle stage. Results show that different facets of risks had distinct effects on purchase behavior among women belonging to different FLC stages. In effect, this study shows the importance of splitting people based on FLC stages in e-marketing and its value in making marketing decisions.

Highlights

There has been phenomenal Internet penetration in India in recent years, from just 4% in 2007 to nearly 50% in 2020 [1]
Most extant e-shopping research studies in India have concentrated on understanding the motivation of young people for e-shopping, rather than identifying the barriers that prevent others from shopping online [6,7,8], which is the purview of current study
We have considered ten dimensions of perceived risk (Table 1)–financial risk, performance risk, time-loss risk, privacy risk, delivery risk, social risk, after-sales service risk, source risk, psychological risk, and physical risk [60], and have identified the risk dimensions affecting e-shopping behavioral intention among women of different family life cycle (FLC) stages

Summary

Introduction

There has been phenomenal Internet penetration in India in recent years, from just 4% in 2007 to nearly 50% in 2020 [1] This has led to a substantial increase in e-retail sale. In order to increase the online sales, it is important to make middle aged and older population to shop online. Ignoring this fact, most extant e-shopping research studies in India have concentrated on understanding the motivation of young people for e-shopping (meta-analysis by [4,5]), rather than identifying the barriers that prevent others from shopping online [6,7,8], which is the purview of current study

Objectives

Methods

Results