IDEAS home Printed from https://ideas.repec.org/a/ids/gbusec/v27y2022i3p281-302.html
   My bibliography  Save this article

Effect of consumers' perceived risk on relationship marketing for m-shopping in India: the moderated mediation role of demonetisation

Author

Listed:
  • Ishfaq Hussain Bhat
  • Shilpi Gupta

Abstract

With the development of digital technologies, customers have shifted to various digital platforms for fulfilling their shopping requirements. With demonetisation digital platforms for shopping have been encouraged thus paving the way for m-shoppers to shop at their place of convenience. In spite of all the benefits offered to m-shoppers, they perceive certain risks while shopping through their mobile phones. Therefore, the present study examines the impact of various behavioural constructs like perceived risk, trust, commitment and purchase intention on m-shopping. The data collected with the help of standardised questionnaires was subject to various statistical tools. The findings of the study reveal that perceived risk has an inverse relationship with m-shopping behaviour. The moderated mediation analysis also indicates a positive impact of demonetisation on overall m-shopping behaviour. The study contributes to the m-shopping literature and recommends to the academicians, policymakers and retailers to gauge the quantum of various risks perceived by the customers in m-shopping.

Suggested Citation

  • Ishfaq Hussain Bhat & Shilpi Gupta, 2022. "Effect of consumers' perceived risk on relationship marketing for m-shopping in India: the moderated mediation role of demonetisation," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 27(3), pages 281-302.
    • Handle: RePEc:ids:gbusec:v:27:y:2022:i:3:p:281-302
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=125743
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:gbusec:v:27:y:2022:i:3:p:281-302. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=168 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.