Exploring Online Buying Decision Making with reference to Perceived Risks: Does Gender Matters?

Since last decade, retail has evolved from „brick and motor‟ to online mode; and the rationale behind the same is changing life style, increase in the purchasing power, dynamism in the searching and selecting pattern of individual, working partners, ease of use and many more. This study aims to find whether gender makes a difference in making online buying decisions with reference to perceived risks. For that, a structured questionnaire was constructed and a sample of one hundred and fifty respondents was taken, out of which one hundred respondents finally were considered. It is found that there is moderate influence of perceived risks on online buying decision making and also gender does not make any significant difference in decision making.