Determinants of Online Purchase Intention and Behaviour: Role of Perceived Risk and Perceived Benefits

India has the more number of internet users and it is the second largest country after China in terms of number of internet users. The growth of India's internet users is reflected in various sectors like social media, digital advertising, e-commerce and online payments. The most important goal of marketing is to reach consumers at the moments that most influence their decision (Court, Elzinga, Mulder, & Vetvik, 2009). This study aims to identify the determinants of online purchase intention and behaviour by integrating the theory of planned behaviour model. Questionnaire was developed based on literature review and data was collected from online users aged between 18 to 29 years. The developed research model was validated by SEM Path Analysis and the study revealed that perceived risk, perceived benefits, subjective norms, perceived behavioural control and attitude influences the online purchase intention and behaviour.