Abstract
The past decade has witnessed the beginning of a major directional change of consumer behaviour, from physical stores purchasing behaviour to online purchasing behaviour in the retailing industry. In India, Internet is still considered a new medium to link customers with retailers. Still Indian people have been attached to the traditional brick and mortar stores; they take online shopping as a risk. In this study, author has attempted to find out the factors leading to perceived risk with online shopping. Reliability coefficient for the scale containing 18 variables was satisfactory and factor analysis generated six major factors: product risk, financial performance risk, psychological risk, time risk, delivery capability risk and website performance risk.
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