SECURITY AND RISK INFLUENCE IN ONLINE PURCHASE ATTITUDE OF ACADEMICIANS IN COIMBATORE

Abstract

This paper is an attempt among academicians to evaluate the security and risk factors influencing their purchase attitude.  This has led to explore the related literatures and also to form the suitable objective for the study. The objective is to study the risk and security influencing online purchase attitude of academicians in the study area.  Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. The research design used is descriptive in nature. Academicians of three private colleges (a, b and c) are covered for the study.  Out of 400 number of total population 115 respondents are considered as samples for the study.  Simple random sampling method is used for the study.  Statistical tools used are simple percentage method, correlation and regression analysis. The study concludes that majority of the academicians felt online shopping as secured and risk free that has reflected in the results showing there is no cyber threat that can significantly influence their purchase attitude towards online shopping.