Understanding Online Shopping Adoption in India: Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) With Perceived Risk Application

The purpose of this research is to analyze perceived risk and drivers of online shopping influencing behavioral intention in India. The study empirically validates website design, cash‐on‐delivery (COD) mode of payment, and different facets of perceived risk with the unified theory of acceptance and use of technology(2) (UTAUT2) of Venkatesh et al. [Venkatesh V, Thong JYL, Xu X (2012) Consumer acceptance and use of information technology: Extending the unified theory of acceptanceand use of technology. MIS Quart. 36(1):157–178]. Findings of the study revealed that perceived risk had a negative relation with behavioral intention, whereas the drivers were positively associated with behavioral intention. Besides analyzing cash‐on‐delivery mode of payment as a construct, it also includes website design to enhance application of UTUAT2 in Indian and other similar developing countries’ context. The study will help online retailers to focus in the right direction by eliminating threats and convert nonshoppers to online shoppers.