Perceived Risk and Trust on Online Shopping Behaviour in UK Retail Industry

POSTGRADUATE
DISSERTATION
RESEARCH PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Background of the organisation...................................................................................................3
Research Argument.....................................................................................................................3
Problem definition.......................................................................................................................4
Research rational:........................................................................................................................4
Significance of research...............................................................................................................4
Research questions and objectives...............................................................................................5
LITERATURE REVIEW................................................................................................................6
Concept of online shopping in retail industry..............................................................................6
Types of online risk faced by retail sector...................................................................................7
Risk and trust associated with online shopping behaviour within retail industry.......................8
Necessary recommendations to overcome the challenges and risk involve in online shopping. 9
RESEARCH METHODOLOGY:.................................................................................................11
TIME PLAN..................................................................................................................................13
REFERNCES.................................................................................................................................14

Research topic: To investigate the perceived risk and trust on online shopping behaviour in UK
retail industry.
INTRODUCTION
Background
In the era of digitalisation, businesses use different online marketing strategy which in
turn causes positive impact to attract customers. However, at the time of pandemic, online
shopping increases because of strict lockdown imposed in towns and nations. So, it can be stated
that online stores usually enable shoppers to use search feature in order to find specific models
and brands. Moreover, online shopping is defined as a process of purchasing goods and services
from merchants who want to sell the items over internet (Rai 2021). On contrary note, it has been
analysed that some customers face trust issues while using online shopping because they filled
entire personal details and there might be risk occur from a third party. That is why, the entire
research highlights the observed risk and trust on online shopping behaviour in the retail industry
by using thematic data analysis method.
Background of the organisation
Tesco is one of the leading British multinational supermarkets. The grocery store was
founded on 1919 by Jack Cohen. Tesco’s headquarter is in Welwyn garden city, Hertfordshire,
United Kingdom. In terms of gross revenue Tesco is at third position. The company operates in
five European countries that are United Kingdom, Slovakia, Ireland, Czech Republic and
Hungary. In UK the supermarket holds 28.4 percent market share. Tesco also operates its
business through online mode and sold variety of different products to their customers. It has
more than 7005 shops located in different parts of Europe. Some of the subsidiaries of Tesco are
Jacks, one stop, F$F, Booker and Marko.
Research Argument
According to Yi, Yuan and Yoo (2020), online shopping is much more important part in
recent time and if the companies want to increase their market share it is vital for them to go
online and sale their goods and service. They also think that it has a great impact on customer
trust and loyalty. In contrast Mohseni and et. al (2018), online shopping is only good for those

company which has high turnover and deal in international market. Major customer base can be
reduce if they do not sale goods online.
Problem definition
The current study is based upon the online shopping and different perceived risk as well
as trust on the same. However, it is considered as a problem because trust breach might affect the
results of a company and breach the customer’s trust too. That is why, it is necessary for the
scholar to conduct study on the specific topic. If company loses their trust then it become very
difficult for them to attain their goals and objective in predetermine time. Gaining market share
and improving the goodwill depends upon how trustful the company goods and services
(Tandon, Kiran and Sah, 2018).
Research rational:
The major reason behind conducting the present investigation is to know the
effectiveness of online shopping and the risk that are involved while operating business online.
There are other two reasons as well for conducting research these are personal and professional.
In respect to the personal objective it will helps in developing academic skills while knowing the
importance of online shopping i recent time. This will also aids in understanding the risk that can
be face while operating business on digital platform. Another personal objective that can be
attained is this will also assists in gaining more insight about the online risk so that skills can be
developed accordingly. On the other hand with respect to the professional objective, this
investigation will help in developing the professional career while telling the job opportunity that
is available. Current investigation will also tells about the online risk that can be faced while
doing business in professional manner and how they can be overcome with the use of
professional skills (Chauhan, Yadav and Choudhary, 2019).
Significance of research
The current study will be beneficial for different organisations who are working in retail
industry because firms understand about the supposed risk and trust issues faced by the
company. Also, this in turn help to understand about different ways through which company can
overcome the challenges faced by the company. Apart from this, the current study is also
beneficial for Tesco because it helps to understand different types of risk involved in an online