DIRECT EFFECT OF RISK AND SECURITY ON PURCHASE ATTITUDE OF ONLINE SHOPPING PERCEIVED BY ACADEMICIANS WORKING IN SELECT COLLEGES, TIRUPPUR

Abstract

Though, the e-commerce is gaining momentum among the mass in the global market and also in the market scenario of the geographical location considered for the study, the author attempted to measure two aspects, i.e. security and risk during online shopping and its influence (positive or negative) on shopping attitude among academicians.  To measure the effect of risk and security on purchase attitude of academicians involved in online shopping. The research design used is descriptive in nature. Simple random sampling method is used to collect samples from the total population of 400 respondents 115 numbers are considered as samples for the study. Both primary and secondary data are used. Questionnaire distributed among academicians of three private colleges (a, b and c) to collect the primary data.  Statistical tools used are Descriptive statistics, Confirmatory Factor Analysis and Structural Equation Modeling.  It is found that there is direct positive effect between security and purchase attitude as well as risk and purchase attitude which have positive significant influence among academicians in their online shopping. It is recommended that stringent measures by the government and policy makers to develop web security and firewalls that cannot affect the public as well as the vendor to promote their business and also make it easy shopping for online customers that can bring in more success in the e-commerce business.