Risk Perception on Impulsive Online Buying Behaviour among Women in Madurai City”- A Comprehensive Study

Abstract

Online shopping is a boon tothe consumers. Consumers buy a assortment of items from online stores. Customer's buying behavior  is not been influenced and controlled by the brand and firm, but also controlled through various search engines, online reviews, online advertisements,   Digital environment has a growing effect on consumers' minds and buying behavior. The growing digital economy has opened up new models for retailing, and consumers across the world face new opportunities and challenges. With the convenience and accessibility of e-commerce, individuals, especially women, are increasingly engaging in impulsive online buying. .  Women buyers play a vital role in purchasing goods or availing services through online.  Perceived risks play a significant role in decision-making processes, and also helps to understand how these risks influence impulsive buying behaviour of women. Perceived risks in online buying refers to the concerns or uncertainties that women consumers face. These perceived risks varies from person to person. Fear of identity theft, insecure payment gateways, product quality and authenticity risk, delayed or lost shipments are some risks faced by women buyers while purchasing online.Understanding these perceived risks and addressing them through effective communication, transparent policies, and secure online shopping environments can help businesses build trust with consumers and reduce barriers to online purchasing. Conversely, consumers can make more informed decisions by being aware of these risks and taking appropriate precautions when shopping online.This paper aims to identify  the relationship between perceived risks and impulsive online buying behavior among women in Madurai city.