Date of Award


Document Type

Campus Access Thesis



First Advisor

Jiyeon Kim


The number of people engaged in various online activities is increasing every day. While the number of online shoppers is increasing, it is not proportional to that of brick-and-mortar shoppers. Research has tried to explain the dismal performance of online shopping as compared to the physical shopping format. Reasons for the lower level of Internet sales have been cited as being perceived risk in carrying out an online transaction, socio-psychological factors (Like - influence of friends and relatives) and infrastructural limitations (Availability of Internet, computers, credit-cards, cyber laws etc.). Under the purview of aforementioned factors this study tried understanding the online shopping behavior of Indian consumers. Socio-psychological factors and infrastructure have been found influential factors while the perceived risk surprisingly is not significant as a whole but at gender level there was significant difference between the online behavior of male and female due to risk perception.


© 2010, Jayendra Sinha