Pathway analysis of newly developed measurement scale of e-shopper’s perceived risk: An application of theory of planned behaviour
Pakistani e-commerce market is booming and so are its pitfalls it is therefore necessary to quantify the perceived risk of shoppers so that the industrialist can alleviate them. Furthermore, it is also crucial to get know the effect of perceived risk on behavior executed by shoppers. In this regard, this study aims firstly, to conduct a pathway analysis of newly developed measurement scale of e-shopping perceive risk by Bashir et al. (2021). Secondly, to investigate intention towards e-shopping as an outcome construct for the theoretical support of the application of theory of planned behavior. Lastly, to provide a contextual analysis of Pakistani e-shopping market. There are many theoretical and practical expected benefit of the proposed study. For the e-commerce industrialist this study will be very helpful to understand the perceived risk of their consumers and would be able to trace the reasons obstructing their intention translating into purchasing behavior. Furthermore, the study will also add to the current knowledge base of academia and scholars on the understanding of pathway of new scale of e-shoppers perceived risk developed by Bashir et al (2021).
Keywords: Consumer Behaviour
Tools: SPSS
Department: Department of Business Studies
Project Team Members
| Name |
Email |
|
Tayyaba Iqbal
|
tayyaba973462@gmail.com |
Project Poster
