Analysis of consumer perceived risk factors related to purchase intention towards online shopping : a study of online clothing shopping by millennial consumers in Kathmandu, Nepal | |
| Author | Tuladhar, Raunak |
| Call Number | AIT RSPR no.SM-21-07 |
| Subject(s) | Electronic commerce--Psychological aspects Consumer behavior-Nepal--Kathmandu Clothing trade--Nepal--Kathmandu |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The main and primary objective to conduct this study is to find out the relation between the perceived risk factors and purchase intention factors of online clothing shopping in Kathmandu among millennial consumers. The study was carried out by performing the data collection using the online questionnaire google form survey and conducting analysis using different statistical tools and measures to the collected data from the sample population. It was found out that the consumer perceive risk affects the millennial consumers of Kathmandu, Nepal and the online sellers and business must create good strategies to mitigate those risk in order to increase the purchase intention. Moreover, it was found from the study that there is a negative and inverse relationship between the risk factors perceived by Kathmandu consumer, and their purchase intention. Hence, it is better for the online businesses to focus on reducing consumer perceived risk so that they can increase purchase intention of the Kathmandu Millennial consumes. Furthermore, it was also observed from the research study that the consumers of Kathmandu are technology users of online platform which means the majority of consumer use online shopping platform for clothing. Hence, it is vital for the online sellers to provide a good user experience in the online eCommerce platform by focusing on reducing the risk perceived by the Kathmandu millennial consumers so that they could boost the chances of high sales in the online shopping platform. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K. |
| Examination Committee(s) | Vatcharapol Sukhotu;Vimolwan Yukongdi |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |