ABSTRACT
The consumer behavior change due to COVID-19 was huge, as the pandemic made people
switching to online shopping very quickly while at the same time increasing the perception of
risk. In this research, we are going to see how much COVID-19 affected online purchase
intention and risk perception among the people of Uttar Pradesh, both urban and rural. A
descriptive and analytical research design was applied, and data from 400 to 600 respondents
were collected through a structuring questionnaire which was further augmented by
secondary data sources. One of the most important discoveries might be that the low-risk
perception is accompanying the higher purchase intention while the increased concerns
closing the door for consumers to shop online because of fear of online fraud, delivery
delays, and product quality issues. The study also indicates the variations in digital skills and
payment options between the regions. The results would be very useful not only for the ecommerce businesses but also for the policymakers and the consumers suggesting to them
how they can build up their trust, improve security, and propagate online shopping habits that
are backed by the knowledge which in turn will make the digital marketplace in Uttar
Pradesh more resilient and growing.
Keywords: COVID-19, Online Purchase Intention, Risk Perception, Consumer Behaviour,
Uttar Pradesh, E-commerce Adoption, Digital Shopping