Difficulty in Transition: Study on Hindrances in Online Shopping for Potential Shoppers

Abstract

The purpose of this article is to identify and study various risks that stop potential online shoppers to shop online. A total of 268 potential online shoppers were personally surveyed with a structured questionnaire. These respondents were from Gurgaon city. Exploratory factor analysis and regression analysis were used to assess the potential consumers' risk perception towards online retailing. It was found that potential online shoppers considered product risk, privacy risk, time risk, social risk, and security risk to be important while thinking of online shopping. Among all these risks security risks were found to be on potential online buyers' minds followed by product risk, social risk, privacy risk, and time risk. Online shopping behavior was the dependent variable in the study.