International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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A STUDY OF IMPACT OF DEMOGRAPHIC FACTORS ON PERCEPTION OF ONLINE SHOPPING RISK

    2 Author(s):  DR. VIJAY RATHEE, MR. CHAND PRAKASH

Vol -  8, Issue- 9 ,         Page(s) : 157 - 164  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

The current work focuses on how customers of different demographic profile differ in their perception of online shopping risks. The empirical study has been conducted in Delhi and National Capital Region (NCR) and data has been collected from 120 online shoppers of which 100 were found useable for study. The responses are being analyzed using ANOVA. The results offer valuable insights for marketers as well as consumer behavior researchers. Given that women make the majority of household purchases in most cultures, reducing females’ perceptions of online purchase risks could play a central role in the success of many online retailers (Milne, 2000).

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