DIMENSIONS OF PERCEIVED RISK AMONG STUDENTS OF HIGH EDUCATIONAL INSTITUTES TOWARDS ONLINE SHOPPING IN PUNJAB

The main objective of the article is to find out various dimensions of perceived risk of online shopping among students of high educational institutes of Punjab. The population of the state consists of online shoppers of universities of four cities Ludhiana, Jalandhar,Patiala and Amritsar. Respondents were selected from different genders, age groups, income groups, qualifications and occupations having online shopping experience. A prestructured questionnaire was used with five point likert rating scale to measure various dimensions of online buyers of four cities. Data from respondents was collected through convenience sampling method. Survey of the respondents was also done regarding ambiguity in questionnaire. Reliability Analysis was conducted by Cronbach alpha test. Mean, standard deviation, and z-test were used in this study as statistical techniques for analyzing collected data. The key findings are that significant amount of various dimensions of perceived risk are present among student of high educational students of Punjab.

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