• Ruchi V. Dixit
• Dr. Richa Dahiya

Purpose: E-tailing growth trajectory is phenomenal in India and with it is Perceived Risks are escalating. Thus, inspite of predicted voluminous upsurge in online shopping sales by 2020, Perceived risks might have detrimental effects on the buying behavior of digital consumers. This is a consumer centric study which intends to explore and analyze the antecedents of Perceived Risk in Indian contexts and its relationship with Intentions to Use E-tailing. Design/Methodology/Approach: To delve information, primary data collection is done through a well structured questionnaire where EFA, CFA and SEM are applied to confirm the factors and test the hypothesis. SPSS 25 and AMOS 24 version softwares are used to analyze the data. 230 respondents of Western U.P filled the questionnaire. Findings: Results confirmed the seven dimensions of Perceived Risk in E-tailing in Indian context and seven hypotheses were accepted. However there is not enough evidence to support eighth hypothesis, the relationship between Perceived Risk (PR) and Intensions to use (ITU) this relationship is rejected. Research Limitation & future Research- The survey for this study was limited to Delhi NCR urban region on a small sample size. Also this study measures perceived risk for all type of products. Hence for better results and generalization, the same study could be repeated for bigger sample size and geographical area and most important could be product specific study as the intensity of perceived risk could vary with the type of product. Originality/ value- Perceived risks in E-tailing had been studied both in unidimensions and multidimensions and confirmed its existence. However there is no predefined scale of Perceived risks so far and it varies from market to market, culture to culture and product to product. Thus thus this research becomes very much relevant as it gives insight about Indian consumers numerous Perceived Risk factors in E-tailing and its impact on Intentions to Use.

E-tailing, Perceived Risk, EFA, CFA, SEM

"Antecedents of Perceived Risk in E-tailing and its impact on Intentions To Use, an empirical study in Indian perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.280-298, June 2019, Available :http://www.jetir.org/papers/JETIR1907344.pdf

"Antecedents of Perceived Risk in E-tailing and its impact on Intentions To Use, an empirical study in Indian perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp280-298, June 2019, Available at : http://www.jetir.org/papers/JETIR1907344.pdf