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This study investigates the role of perceived risks and benefits in influencing the consumer's purchase decision process during online shopping in UK and India. The purpose of this research is 1) to examine the relationship between consumer's beliefs (British and Indian) regarding online shopping risks and benefits and their attitude towards online purchase of products, 2) to study the relationship between consumer's attitude and intention of online purchase of products, and 3) to explore differences between British and Indian consumers in terms of the perceived benefits and risks towards online shopping. The study revealed support for the significant relationships for both Indian and British consumers between perceived risks and benefits and attitude towards online shopping. Significant differences in perceived risks and benefits associated with Internet shopping between Indian and British consumers were also observed. While Indian consumers perceived more risks than British consumers the benefits of Internet shopping perceived by Indians were found to be significantly less.
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