Research on the Influence of Perceived Risk on Purchasing Intention of Online Consumers

DOI: https://doi.org/10.62517/jike.202304101

Author(s)

Xiaofeng Wang, Dr. Thillai Raja A/L Pertheban, Xinxiang Gao

Affiliation(s)

SEGi University, Faculty of Management, Jalan Teknologi, Pju 5 Kota Damansara, Malaysia

Abstract

At present, the Internet has become an important channel for consumers to buy goods, but in the process of online shopping, consumers are also faced with some purchase risks, the level of risk directly affects the formation of consumers' continuous purchasing intention. In this paper. Perceived usefulness is used as a moderating variable, and consumer trust is used as a mediating effect. Through screening the initial questionnaires one by one, the data of the valid questionnaires were finally analyzed, namely reliability and validity test, correlation analysis, regression analysis of the main effect and the moderating effect, and hypothesis test. Finally, the empirical results were studied. The research shows that the perceived risk of privacy has a significant negative impact on consumers' purchase intention. Security trust has a significant positive effect on purchase intention and plays a partial mediating role. The perceived usefulness plays a moderating role. It means that the higher the degree of perceived usefulness of consumers, the lower the negative impact of perceived risk of privacy on their purchase intention.

Keywords

Perceived Risk of Privacy; Consumer Confidence; Purchase Intention; Correlation Analysis; Regression Analysis

References

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