Perceived Benefits & Risks towards E-Shopping: Analyzing the Youth Attitude

The sharp boost of Internet usage, as well as, the systematic advancement of Information Technology has altered the way goods are bought and sold, ensuing to the exponential growth in the number of online shoppers.

In the present study an attempt has been made to know the factors effecting youths' perception towards online shopping. The data has been collected with the help of survey-questionnaire from 140 youths using convenient sampling method. The data, thus, generated was analyzed with the help of Factor Analysis. The findings of the study revealed that perceived benefits, perceived comfort, promotional schemes, time saving, personal factors, purchasing motivation, perceived risk and perceived uncertainty are the major 8 factors which influence or restrain the youth towards purchasing online. Further in the present paper an attempt has been made to know which factor affect the most to buy online. A Descriptive statistics test has been applied which revealed that youth are more stimulated by perceived benefits of online shopping like wide variety, product reviews and rating system and various modes of payments followed by promotional Schemes, purchasing motivation, personal factors, perceived comfort, time saving. And they also perceive certain risks and uncertainty towards online shopping which discourage them to buy online.

With a better understanding of consumers purchasing behavior towards online shopping the marketers will be able to create more markets for E-Commerce in future.