Consumers’ Perception of Impact of Perceived risk on their Online Purchase Intention of Consumer Durable Goods

The purpose of this paper is study a significant issue of how consumers perceive risk especially when it comes to purchasing consumer durable items online in India. Methodology– Data is collected from 250 respondents through survey questionnaire and analyzed through implementation of SEM. Findings – Findings indicate there are two impact risk factors namely, product risk and financial risk which impact the online purchase intention of consumer. Practical Implication- This research can be of great importance to marketers and retailers for developing valuable strategies to attract and retain consumers online. Research limitation –There could be other risk factors which yet to be explored; study can be focused on one particular region and some particular product category for better results. Originality/Value – The paper attempts to provide a predictive model for online buying behavior of consumer for consumer durable goods.