Role of Nudges in Transformation of Risk Into Purchase Intention in Online Shopping of Electronic Products
Binu Christeena1, S. Preetha.2

1Binu Christeena, Research Scholar, School of Management Studies, Vels University, Chennai (Tamil Nadu), India.
2S. Preetha, Professor, School of Management Studies, Vels University, Chennai (Tamil Nadu), India.
Manuscript received on 08 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1195-1199 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F12040476S519/2019©BEIESP
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Abstract: Online shopping has gained additional significance, over the years the development of internet shopping has became fashionable and trendy among the buyers. In the total retail sales, online sales reached out the higher percentage. The increase in online purchase also brings risk and the consumers preferences in sales through online shopping with lots of review by many authors’. Nudges are mediation that is made in a specific direction which helps customers to pull to make a best choose among all other alternatives and allow them to make choices in their own desired way. This paper will concentrate on the role of nudges assist buyers in conversion of risk into purchase intention in online shopping of electronic product. Statistical tools such as Correlation, Regression, ANOVA, Chi square are used to analyse the effect of nudges, and the results show the buyer influence by nudges and its swap over from the risk factor and become purchase intentions.
Keywords: Nudges, Online Risk, Purchase Intention, Electronic Products.
Scope of the Article: Aggregation, Integration, and Transformation