Influence of Perceived Risk Dimensions on e-Shopping Behavioural Intention among Women—A Family Life Cycle Stage Perspective

• Raman Amirtha ^[1] ; V. J. Sivakumar ^[2] ; Yujong Hwang ^[3]
  1. [1] National Institute Of Technology

     National Institute Of Technology

     Japón

     
  2. [2] DePaul University

     DePaul University

     City of Chicago, Estados Unidos

     
  3. [3] Kyung Hee University

     Kyung Hee University

     Corea del Sur

     

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• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 3, 2021, págs. 320-355
• Idioma: inglés
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• Resumen

  • The relationship between perceived risk and behavioral intention (BI) in e-shopping, based on family life cycle (FLC) stages, has been analyzed in this work. Although FLC stages are considered to have a better predictive ability than age, few e-shopping studies have concentrated on understanding its effects. This study, as a pioneering effort, has divided Indian women based on nine FLC stages and has studied the role of ten dimensions of perceived risk on BI to shop online across each life cycle stage. Results show that different facets of risks had distinct effects on purchase behavior among women belonging to different FLC stages. In effect, this study shows the importance of splitting people based on FLC stages in e-marketing and its value in making marketing decisions.