The Role of Perceived Benefits and Perceived Risks Towards The Consumers’ Purchase Intention Via E-Commerce: An Evidence From Indonesia.
The advancement of buying and selling technology has changed consumer behavior in the world of commerce. The modern purchasing process has made the consumers’ purchases became more efficient, hassle-free and easy. However, technology in online purchases is inseparable from the risks that might occur...
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| Main Authors: | , , , , , |
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| Format: | Journal |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://ur.aeu.edu.my/766/1/FullPaperTheRoleofPerceivedBenefitsandPerceivedRisksTowardstheConsumersPurchaseIntentionViaE-Commerce-2-18.pdf http://ur.aeu.edu.my/766/ |
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| Institution: | Asia e University |
| Language: | English |
| Summary: | The advancement of buying and selling technology has changed consumer behavior in the world of commerce. The modern purchasing process has made the consumers’ purchases became more efficient, hassle-free and easy. However, technology in online purchases is inseparable from the risks that might occur behind the transaction, but it develops more benefits to online consumers. The risks and benefits at the same time might look contradict but marketing experts believed that these two could potentially increase consumers’ intention to purchase any online products. The purpose of this study is to look at the effect of perceptions of consumer benefits consisting of price discounts, comfort, convenience, and enjoyment as well as consumer risk percentages consisting of financial risk, product risk and time risk towards online purchase intentions. This study is quantitative in nature and involves 286 respondents who were accidentally recruited to be part of the investigation. Data collected were analyzed using SPSS and multiple regression analysis was conducted to see the relationship between the identified variables. The results showed that price discounts, comfort, and enjoyment had a positive influence on online purchase intentions. Surprisingly, convenience and financial risk did not affect online purchase intentions while product risk and price risk had a negative influence on online purchase intentions. This research is important as an input for online sellers to increase sales turnover by offering and convincing consumers’ perceptions particularly on the benefits obtained by consumers from the purchase and minimize the perception of risk that may hinder them from making a purchase. Furthermore, this research will be able to enrich the existing works of literature on online purchase intention. |
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