The online shopping is increasing with the passage of time, therefore this channel certain behaviors also emerged among the customers of online companies. Risk factor is one of the aspect of online shopping and there are certain risk factors associated with it which includes financial risk, time risk, social risk and physical risk. Internet has brought strong influence on the marketing environment at worldwide level and connectivity of internet has provided organization an opportunity to increase their business through e-marketing. The Research Objectives are to study perceived risk factors, to measure the impact of risk factors regarding motivating or de-motivating online shopping customers, To examine the influence of an individual’s domain specific innovativeness on online shopping behavior, to identify effects of perceived risks on buyers attitude towards online shopping of electronic goods. The philosophy of this research paper is based upon post positivist approach. Non probability purposive samplings method has been selected for data collection from three private sector universities through questionnaire and correlation and regression test run through SPSS software. Findings of this research papers explains that online shopping website must adopt certain campaign to increase the satisfaction and buying behavior level of online buyers through providing them most secure financial services, providing them delivery on time that they may enhance online shopping in social circle of their surroundings.