RESEARCH ON IMPACT FACTORS OF VARIOUS RISK DIMENSIONS ABOUT ONLINE SHOPPING STUDYING THE INTENSIONS OF INDIAN YOUTH

This research work is an attempt to develop a scale for exploring impact of various risk dimensions and trust factor on online shopping behaviour amongst the Indian youth in Western Maharashtra. Based on the previously published literature synthesis by the same authors, a conceptual model was designed, which was tested on a sample of respondents (n=123) falling in the age bracket of 15-35. The reliability score for the questionnaire stood at 0.957, indicating suitability of the instrument for the large scale research activity. With the help of Exploratory factor Analysis, three factors such as Financial and Convenience Risk (FCR), Perceived Trust (PT) and Product and Delivery Risk (PDR) were extracted, accounting for 54.8% of total variance explained. The study considered impact of six major risk dimensions and trust on behavioural intensions of youth online shopper. Due to its comprehensive coverage, the study expected to act as the foundation for future investigations in impact of various risk dimensions on online shopping behaviour in Indian context. Testing statistical significance of revised conceptual framework on a larger sample size would be the future agenda of research.