The opinion of post graduate students on effect of interrelationship among the perceptual components with reference to online shopping

摘要

This study contemplates to identify the effect of interrelationship between the components behavioural intention through the statistical techniques such as factor analysis and structural equations modelling. Approximately 752 students aged between 18 and 25 from arts as well as engineering colleges were selected through multistage sampling method. Findings revealed that while the perceived ease of use has a significant positive impact on perceived enjoyment, the component, perceived enjoyment also has a denoting positive impact on purchase intention of online shopping consumers. Unexpectedly, the component perceived risk (PR) has an insignificant effect on perceived enjoyment (PE) and perceived ease of use (PEoU) also has a negligible effect on the perceived risk. This research is first of its kind especially in Indian context and threw new aurora on the perception of online consumers.