Title: An examination of adoption of cash on delivery payment method among e-shoppers in India: role of perceived security, risk, privacy and trust

Authors: Ajay Sharma; Sumit Bhatt; Shyam Sundar Kapri; Anuj

Addresses: Graphic Era Hill University, Dehradun, Uttarakhand 248002, India ' Graphic Era Hill University, Dehradun, Uttarakhand 248002, India ' Graphic Era Hill University, Dehradun, Uttarakhand 248002, India ' Graphic Era Hill University, Dehradun, Uttarakhand 248002, India

Abstract: Online marketing is a rising mode of selling products all over the world. E-shoppers use various modes of payment. This study explores and examines the factors which influence e-commerce users to adopt the cash on delivery (COD) mode of payment while shopping online. This is an empirical study done using data gathered from 387 Indian e-shoppers. This study reveals that the adoption of COD results from a sense of perceived security. Further, in online shopping perceived trust in vendors and payment systems, privacy and perceived safety from financial risk play a major role, as their presence leads to perceived security. This study is useful for marketers to understand the payment behaviour of e-shoppers in India and in the development of strategies, policies, and technologies to make a more secure e-shopping platform.

Keywords: online shopping; cash on delivery; COD; trust; security; privacy; financial risk; India.

DOI: 10.1504/IJEB.2023.134118

International Journal of Electronic Business, 2023 Vol.18 No.4, pp.373 - 391

Accepted: 18 Feb 2023
Published online: 11 Oct 2023 *

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