1.
Anjali Singh
– Department Of Management Studies, Central University Of Haryana, Haryana, India.
2.
Ajay Kumar
– Department Of Management Studies, Central University Of Haryana, Haryana, India.
Abstract
The Indian marketplace is growing at an exponential rate. However, e-tailers in India are still struggling to win the trust of their
buyers. Trust, in the tangible world where we are able to see each other, is viable to achieve. In the marketplace, it is difficult to
win trust due to its intangible nature. Winning the trust of most tech savvy generation i.e. Indian millennials is even more difficult.
Trust in the marketplace is dependent on various factors, such as multiple sellers, online fraud (security), sharing of information
(privacy), and the risk involved while purchasing online. In this study, regression models are used to study the purchase intention
in the context of trust, privacy, security, and risk. Overall, the findings of the study suggest that Indian millennials agree that there
are privacy and security concerns in online shopping. However, they still trust online shopping and do not consider it risky.
Keywords Privacy, Security, Trust, Risk, Millennials
