Impact of Perceived Risk on Online Purchase Intentions: The Mediating Role of Digital Environment

Abstract

After going through various literature, topic has been chosen for the conceptual paper title “Impact of Perceived Risk on Online Purchase Intentions: The Mediating Role of Digital Environment”. This paper will explore the impact of perceived risk on online purchase intentions, emphasizing the mediating role of the digital environment among shoppers in Gandhinagar. The study will aim to understand how various elements of the digital interface influence consumer behavior and mitigate perceived risks associated with online shopping. Primary data will be gathered through surveys targeting individuals who would have engaged in online purchases within the past year. A combination of descriptive and inferential statistical techniques, including regression analysis, ANOVA, t-tests, and correlation analysis, will be applied to analyze the data.