R. Kumar, Jamia Millia Islamia, New Delhi, India
K C Sharma, Govt. Post graduate College, Dholpur, India

Although online shopping has recorded impressive growth over time, total web sales remain a small proportion of sales made through physical storefronts. Many consumers are still reluctant to shop online. Past research indicates perceived risk as one of the major reasons for this behaviour. Thus, this article sets forth to review the literature on consumer perceived risk in online shopping. It begins with a discussion of the theory in perceived risk followed by the nature of e-commerce, and perceptions of risk of shopping through the internet. Varioustypes of perceived risk in online shopping are described and defined. Then, different risk reduction strategies are discussed and recommendations are offered for future research.

Keywords: online shopping, perceived risk, risk reducing strategies

Suggested citation: Lee, K.(2016).Towards addressing persistent risk perceptions in online shopping. Skyline Business Journal, Volume 12, No 1,pp 01-10.

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Lee, K.(2016).Towards addressing persistent risk perceptions in online shopping. Skyline Business Journal, Volume 12, No 1,pp 01-10.