To read the full version of this content please select one of the options below:

A study on the impact of consumer risk perception and innovativeness on online shopping in India

Rakhi Thakur (S.P. Jain Institute of Management and Research, Mumbai, India.)
Mala Srivastava (Department of Management, Narsee Monjee Institute of Management Studies, Mumbai, India.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 February 2015

Abstract

Purpose

The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online retailing adoption intention both directly and reducing consumer perceived risk (PR).

Design/methodology/approach

The literature concerning personal innovativeness toward information technology and major components of PR have been systematically reviewed to develop a conceptual model. The impact of innovativeness and PR on online shopping adoption intention has been empirically validated by structural equation modeling using a sample of 433 internet users in India.

Findings

Results reveals consumer innovativeness as a key construct to improve online retail adoption intention both directly and by its effective role in reducing consumer risk perception of using internet channel for making purchase of physical goods.

Originality/value

There is a lack of studies which connect consumer innovativeness and PR in the online retailing context especially in Indian scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among current and potential online shoppers.

Keywords

Citation

Thakur, R. and Srivastava, M. (2015), "A study on the impact of consumer risk perception and innovativeness on online shopping in India", International Journal of Retail & Distribution Management, Vol. 43 No. 2, pp. 148-166. https://doi.org/10.1108/IJRDM-06-2013-0128

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited