Direct and indirect effects of shopping convenience on online purchase intention: The mediating role of risk

Abstract

E-commerce is now the backbone for business growth and Business to Consumer e-commerce has paved the way for online shopping in the late 1990s. Online shopping is an effective method for online retailers and their consumers to perform online transactions through commercial websites. With its wide range of potential benefits, online shopping has become an attractive alternative, worldwide. Time-saving and effort minimization are the key aspects which determines shopping convenience. Policies have already been formulated to reduce the risk level. Because of these consumers are inclining towards virtual shopping. In this context, it is necessary to understand the various dimensions of online shopping convenience and perceived risk. Hence, the present study has been undertaken to evaluate the impact of online shopping convenience and perceived risk on purchase behavior. A specially designed questionnaire was administered to 116 respondents who are actively participating in the online shopping. Results indicated that high level of convenience with reduced level of risk paves way for the growth of online shopping rate.