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<p>The online purchase of seafood has gained momentum among urban consumers in India, driven by the demand for convenience and high-quality products. This study investigates consumer perceptions and preferences related to online seafood shopping, focusing on key factors such as website quality, product quality, price, convenience, cost, and perceived risk. A structured questionnaire was administered to 320 respondents in Mumbai, and the data were analysed using correlation, one-sample t-tests, Friedman’s ANOVA, and Chi-square tests. The findings reveal that consumers perceive online seafood purchasing as highly convenient, particularly due to time savings, ease of ordering, and the availability of ready-to-cook options. Product freshness and website accessibility also contribute positively to consumer satisfaction. However, concerns remain regarding occasional delivery of poor-quality products and payment security risks. A strong positive correlation was found among all factors, especially between product and cost factors. Furthermore, age was found to influence risk perception, with younger consumers showing greater acceptance of online seafood purchases. The study offers both theoretical insights and practical recommendations for online seafood retailers, emphasizing the need to enhance trust, transparency, and service quality. Addressing perceived risks while maintaining convenience can further strengthen consumer engagement in this growing e-commerce segment.</p>

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Understanding consumer perception towards online seafood purchases: evidence from Urban India

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年4月9日

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  • Vaishali Mahajan,
  • Meena Kumari R,
  • Yogesh Mahajan,
  • K Srimathi

摘要

The online purchase of seafood has gained momentum among urban consumers in India, driven by the demand for convenience and high-quality products. This study investigates consumer perceptions and preferences related to online seafood shopping, focusing on key factors such as website quality, product quality, price, convenience, cost, and perceived risk. A structured questionnaire was administered to 320 respondents in Mumbai, and the data were analysed using correlation, one-sample t-tests, Friedman’s ANOVA, and Chi-square tests. The findings reveal that consumers perceive online seafood purchasing as highly convenient, particularly due to time savings, ease of ordering, and the availability of ready-to-cook options. Product freshness and website accessibility also contribute positively to consumer satisfaction. However, concerns remain regarding occasional delivery of poor-quality products and payment security risks. A strong positive correlation was found among all factors, especially between product and cost factors. Furthermore, age was found to influence risk perception, with younger consumers showing greater acceptance of online seafood purchases. The study offers both theoretical insights and practical recommendations for online seafood retailers, emphasizing the need to enhance trust, transparency, and service quality. Addressing perceived risks while maintaining convenience can further strengthen consumer engagement in this growing e-commerce segment.