THE IMPACT OF PERCEIVED RISK ON THE ONLINE SHOPPING ATTITUDE OF COSMETIC PRODUCTS IN TIRUNELVELI CITY

Dr.P.Ravi; R.Subhalakshmi

Volume : IV, Issue : I, January - 2015

THE IMPACT OF PERCEIVED RISK ON THE ONLINE SHOPPING ATTITUDE OF COSMETIC PRODUCTS IN TIRUNELVELI CITY

Dr. P. Ravi, R. Subhalakshmi

Abstract :

This study aims at identifying the different types of perceived risk having influence on the attitude of purchasing cosmetic products through Online shopping medium. This study has attempted to fulfill the objectives by making use of regression analysis so as to find the level of influence of perceived risk types on online shopping attitude. The study follows an inferential research with 221 online cosmetic shoppers as samples. The study has followed a non probability convenience sampling technique to extract the sample respondents. The results shows that financial risk, information risk and time risk are the three major types of perceived risk which has influence on the customer attitude towards online shopping of cosmetic products. The scope of the study is limited to the customers of Tirunelveli district and in particular to cosmetic industry.