A STUDY TO EVALUATE ONLINE SHOPPING INTENTION AMONG STUDENTS IN LIMKOKWING UNIVERSITY OF CREATIVE TECHNOLOGY

This study is aimed at investigating online shopping intention in association with perceived risk, Security Risk and perceived usefulness. It is a quantitative crosssectional study using a survey method. A formal standardized questionnaire is used to collect data for all the variables of interest in this study. In addition, all the hypothesized relationships reflected by the research model will be tested and verified using the partial least square structural equation modelling (PLS-SEM) technique. Empirical findings have highlighted that perceived risk has a significant negative influence on online shopping intention. Also, Security Risk has a significant negative relationship with online shopping intention. On the other hand, perceived usefulness has a significant positive influence on online shopping intention. also, in this report we mentioned the theoretical framework so the findings also show that perceived risk is the most significant predictor to online shopping intention. This present study further contributes to the existing literature in marketing management in addition to enabling the e-tailers and online vendors to develop a strategic marketing plan to improve consumers online shopping intention.in the end of this research we mentioned future scope and summaries