Risk, Trust, Shopping Enjoyment and Consumer Online Shopping Intention

Online consumer behaviour is an extensive and appealing area of study that can promote firms involved in marketing and selling the products online. Now days, consumers from non metro and tier II and tier III are also showing their interest in buying products. It is very essential to study that how consumers behave in online shopping which help out the retail organizations in targeting consumers and framing online marketing strategies. The purpose of this study is to examine consumers’ online shopping behaviour with a specific focus on the influence of shopping enjoyment, perceived risk and trust. Most of the past researches in this area have been conducted in the context of developed countries. However, examining consumers’ perceived Risk, shopping enjoyment and trust with online purchasing Indian context is very limited. The results of study of perceptions of 518 online consumers in Gujarat reveal that perceived risk online has an inverse relationship with consumers’ attitude and that attitude has a positive influence on intentions to continue purchasing online. On the other hand the shopping enjoyment and trust have a positive relationship with consumer's attitude and that attitude has a positive influence on intentions to purchase online. In this study data is analyzed using AMOS 20 with the help of structural equation modeling.