A Study on Perceived Risk in Online Consumer Behaviour of Youth:An Indian Perspective

Consumers especially youths find risks in payment security and personal privacy from e-commerce and that these concerns are at least as great and may be greater for internet shopping than other distance channels. Internet shopping can involve potential risks to consumers and businesses. Risks to consumers broadly revolve around the possibility of personal and financial information, such as addresses, passwords and credit card details, being compromised. The primary risk for businesses is that information is used fraudulently to make a purchase from them. This paper tries to understand the role of perceived risk in online consumer buying behaviour of youth.