Authors: Dr. P. Porseziyan, Mr. M. Ramesh, Mr. S. Santhosh Kumar
Abstract: This empirical study examines the influence of perceived benefits, perceived risk, and trust on e-shopping behaviour, with particular reference to consumers in Chennai City. The study examines how these factors influence consumers’ online shopping decisions and whether demographic characteristics significantly influence their perceptions and e-shopping behavior. The study adopted a quantitative research design and collected data from 300 respondents in Chennai City. The data were analysed using appropriate statistical techniques, including the Chi-square test, Analysis of Variance (ANOVA), correlation analysis, and multiple regression analysis, to examine the relationships among the study variables. The findings indicate that perceived benefits and trust play significant roles in encouraging e-shopping behaviour, whereas perceived risk acts as a potential deterrent to consumers’ online purchasing decisions. The study provides useful insights for e-commerce businesses to strengthen consumer trust, enhance perceived benefits, reduce perceived risks, and improve customer engagement and satisfaction in the rapidly evolving digital marketplace.
DOI: http://doi.org/10.5281/zenodo.23117543
