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- Title
MEASURING THE INFLUENCE OF SELECT CONSUMER DEMOGRAPHICS ON RISK PERCEPTION IN ONLINE BUYING.
- Authors
Ray, Ram Narayan; Khan, Mohammed Naved; Singh, Shamsher
- Abstract
Purpose: The study is an attempt to measure the risk perception of consumers according to their demographic profile in online buying. Design/Methodology/Approach: The empirical study has been conducted for Delhi, NCR region (Noida, Ghaziabad, Gurugram, Faridabad). The primary data was collected through an online survey using a structured questionnaire. 536 eligible responses were received and analysed based on objectives. Findings: This study has revealed that there was no impact of consumers' gender and education on the three identified risk factors; financial risk, performance risk, and privacy risk. However, age and income have a partial effect. Consumers' age difference has an impact on financial risk and performance risk but no effect on privacy risk. Consumers' income has a significant effect on privacy risk but only a limited effect on financial and performance risk. Limitations: The study area was limited to Delhi and NCR region only. Therefore, the result may not be generalized for the entire country. The scope was for the study of the impact of demographic variables on perceived risk and did not cover its impact on consumer online buying. Practical Implications: The study provides valuable insights into the impact of demographic factors on perceived risk which will help marketers to develop an appropriate strategy for online business. Originality/Values: There is a lack of studies regarding consumers' risk perception in online buying based on demographics. This study seeks to examine and analyse differences in perceived risk based on the demographic profile of online consumers. This research paper is the original work of the researchers. No ideas, processes, results, or words of others have been presented as authors' work.
- Subjects
DELHI (India); RISK perception; ONLINE shopping; AGE differences; FINANCIAL performance; FINANCIAL risk; BUSINESS planning
- Publication
NICE Journal of Business, 2021, Vol 16, Issue 1/2, p53
- ISSN
0973-449X
- Publication type
Article