IMPACT OF PERCEIVED RISK AND TRUST ON ONLINE SHOPPING BEHAVIOUR: A STUDY FROM INDIAN PERSPECTIVE

E-commerce has been quite a popular and most talked about thing in these days especially during Covidtimes in India. Consumers have got equipped and are now familiar on buying products online across different age groups given the current circumstances where staying home is the way to be protected against corona virus. This change in consumer behaviour is supported in a report published by Statista Research Department, in 2020, there were roughly 160 million online customers every year, contrasted with around 135 million online customers in 2019 in India. According to the previous studies, Perceived Risk and Trust are the two major variables that affect consumers' behaviour while shopping online in addition to the other variables. The objective and purpose of this paper is to understand and evaluate the impact of perceived risk and trust on the online buying behaviour from Indian perspective. This paper is based on the outcome of a primary online survey and Structural equation modelling technique was applied to test the hypothesis. As per the analysis, it could be concluded that Perceived Risk has a negative influence on Trust and Online Shopping Behaviour. Also, Trust has a positive influence on Online Shopping Behaviour.