International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY ON EFFECT OF AGE AND GENDER ON PERCEIVED RISK TOWARDS ONLINE APPAREL SHOPPING

    2 Author(s):  DR. SANGEETA JAIN, RACHNA KAUL

Vol -  8, Issue- 10 ,         Page(s) : 180 - 191  (2017 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

With the growing number of apparel vendors available to consumers online, the demand for better products and great service have become highly diverse. Means to access desired product have undergone a drastic change with intervention of internet. Some researchers have mentioned that the innovation in technology arrange for opening up the seller to reach the consumer more rapidly, stress-free and economic way. Online apparel shopping has appeared as the fastest developing business area in recent times in India. The purpose of this study is to examine the effect of perceived risk associated with online apparel shopping, how the perceived risk influences both age and gender towards online apparel shopping. The results indicate that perceived risk towards online apparel shopping has a negative effect on age and gender. For a category like apparels, buying online increases perceived risk in India across consumers of all age groups and both the genders. Findings are discussed with managerial implications.

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