e-Commerce has transformed the way of doing business in India. Online shopping provides comfort and convenience. However, shoppers are always weary of perceived risks associated with online shopping. Perceived risks serve as barriers in the growth of e-Commerce. This research identifies three important types of perceived risks: performance risk, financial risk and time-loss risk. With the help of confirmatory factor analysis, this study validates the predefined scale of perceived risk in order to test its adaptability in Indian context. This research prioritizes the above-mentioned three perceived risks and solves the multi-criteria decision-making problem by employing analytical hierarchy process (AHP). Here, the goal or the problem was to rank the top B2C e-Commerce brands of India as per the perceived risks of respondents. Results confirm that performance risk and financial risk are top-ranked risks that need attention by management of e-Commerce companies in order to boost company’s topline and bottom line. AHP technique also suggests the quantum of perceived risk with respect to selected B2C e-Commerce brands.

中文翻译：

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在线购物中感知风险的排名

电子商务已经改变了在印度开展业务的方式。在线购物提供舒适和便利。但是，购物者总是对与在线购物相关的感知风险感到厌倦。感知风险成为电子商务增长的障碍。这项研究确定了三种重要的感知风险类型：绩效风险，财务风险和时间损失风险。借助验证性因素分析，本研究验证了感知风险的预定范围，以测试其在印度环境中的适应性。本研究优先考虑了上述三种感知风险，并通过采用层次分析法（AHP）解决了多准则决策问题。在这里，目标或问题是，根据受访者的感知风险来排名印度顶级B2C电子商务品牌。结果证实，绩效风险和财务风险是电子商务公司管理层需要注意的头等风险，以提高公司的收入和利润。AHP技术还暗示了与某些B2C电子商务品牌有关的感知风险量。