The purpose of this study is to examine the influence of online shopping experience on perception of specific types of risks associated with online shopping and how each type of risk perceptions influences online purchase intentions. A conceptual model was proposed to illustrate the relationships between online shopping experience and perceptions of product, financial, and privacy risks associated with online shopping, and how both experience and risk perceptions impact online purchase intentions. To investigate the hypotheses of the research, data was collected from online shopping users; a survey was conducted with a sample size of 100 online shoppers among consumers who previously purchased online and mainly from the main popular online stores in Chennai, methodology was done using SPSS 17 and Amos 18. The study revealed that convenience risk affects the online shopping behavior. The results also showed that the other three dimensions have no effect on online shopping. The study has an important managerial implication; it provides marketers with the importance of consumers risk perception in order to adopt adequate riskreduction strategies in the internet shopping environment.
