European Journal of Molecular & Clinical Medicine

Abstract

Customers have access to a previously unimaginable variety of activities and adventures when they purchase online. An incredible market place has been created by the proliferation of goods and services available for purchase on the internet at a wide variety of price points. The vast majority of customers have readily embraced the convenience of purchasing online, yet some customers still have concerns over a variety of potential dangers. Online buying is discouraged as a result of the hazards involved. The literature study uncovered the fact that a great deal of research has previously been conducted on online purchasing, with the primary emphasis being on the level of risk that customers perceive to be involved. The main objectives of the study was to identify various types of perceived risk related with online shopping. The study is qualitative and empirical, done in Chennai city during the month of August 2022. 300 sample respondents are selected from the city using the survey method. The customers buying products in online market have been purposively selected for the study. The information from the respondents were collected through the Google forms. The respondents level of perceived risk related to the online shopping and their intention to buy in the market are collected using the Likert scale. The data were analyzed using non-parametric test and a regression model. It is concluded that the perceived risks are significantly influencing the purchase intention but the privacy is not up to the mark to influence.