With the trend of emerging markets in the current business world , numerous studies have been done on risks and
other variables of business to consumer models and various theories and assumptions have been made. But what marketers and
researchers have failed to do is focus on the untouched model that is the customer to customer business models. In this regard,
this paper has studied the various risks associated with shopping on online customer to customer websites and how these risks
affect the customer's purchase intention. For this research we will be focusing on the purchase intention of customers, its
correlation with the perceived risks such as perceived risk of net store , perceived risk of delivery and perceived risk of product
and their impact, based on Gender groups.
