Consumers' Perceived Value in Internet Shopping: An Empirical Study

Rama Mohana Rao Katta and Chandra Sekhar Patro
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Rama Mohana Rao Katta: Department of Commerce and Management Studies, Andhra University, Visakhapatnam, India
Chandra Sekhar Patro: Gayatri Vidya Parishad College of Engineering (Autonomous), Visakhapatnam, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2020, vol. 11, issue 2, 17-36

Abstract: In recent years, the trend of online retailing has become one of the most imperative uses of technology with the development and ease of accessibility of the internet. The activity of online shopping is considered to be one of the significant aspects of online retailing and has been emerging as an essential part of consumers' lifestyle. Besides various advantages, consumers feel different types of perceived risks involved in online shopping. Therefore, it is crucial to identify the factors affecting consumers' perception of value. The present study empirically examines the influence of perceived advantages and risks on consumers' perceived value in online shopping environments. The results posit that perceived advantages and perceived risks have a positive significant influence on consumers' purchase intentions. Further, perceived advantages show a significant relationship with consumers' perceived risks. The findings afford practical implications for online retailers to frame necessary strategies in enhancing perceived value.

Date: 2020
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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