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- Title
Study of Deterrents to Online Purchase Intentions.
- Authors
Singh, Anjali; Kumar, Ajay
- Abstract
The Indian marketplace is growing at an exponential rate. However, e-tailers in India are still struggling to win the trust of their buyers. Trust, in the tangible world where we are able to see each other, is viable to achieve. In the marketplace, it is difficult to win trust due to its intangible nature. Winning the trust of most tech savvy generation i.e. Indian millennials is even more difficult. Trust in the marketplace is dependent on various factors, such as multiple sellers, online fraud (security), sharing of information (privacy), and the risk involved while purchasing online. In this study, regression models are used to study the purchase intention in the context of trust, privacy, security, and risk. Overall, the findings of the study suggest that Indian millennials agree that there are privacy and security concerns in online shopping. However, they still trust online shopping and do not consider it risky.
- Subjects
INDIA; INTERNET fraud; TRUST; INTENTION; ONLINE shopping; DEALERS (Retail trade); REGRESSION analysis
- Publication
International Journal of Marketing & Business Communication, 2022, Vol 11, Issue 2/3, p1
- ISSN
2277-484X
- Publication type
Article