Consumers’ perceived risk as moderated by trust towards consumers’ online purchase Intention

• Main Authors: Martinez, Lorenzo R., Rodriguez, Alissandro, Ong, Louis Viktor O., Young, Paolo Nicollo C.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer confidence; Consumer behavior; Teleshopping; E-Commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/131; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1052/viewcontent/Consumers__2Perceived_Risk_as_moderated_by_Trust_towards_Consumers_Redacted.pdf
• Institution: De La Salle University

Since the outbreak of COVID-19, demand for physical products has declined dramatically, while demand in online purchasing has soared. As reported by Statistica, in comparison to its other Southeast Asian neighbors, the Philippines is ranked third in the globe as one of the fastest growing electronic commerce markets (Prasetyo and Dela Fuente, 2020). A study revealed that risk aversion is somewhat associated to customers' online buying preferences, influencing a customer's willingness to buy a product online knowing the risk that they may handle (Hsieh and Tsao 2013). There are three perceived risks: product financial risk, privacy risk, product risk Dai, Forsythe, & Kwon (2014). In line with this, the researchers aim to examine whether Product Risk, Financial Risk, and Privacy Risk moderated by Trust increases/decreases online purchase intention of a customer. This study is focused on millennials who have had purchase experiences with any of the following platforms such as Shopee, Lazada, Zalora, and Carousell. The researchers utilized a ready-made questionnaire adapted from the studies of The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan Lin, & Chuang (2018), The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping Wijaya & Astuti (2018), Factors Influencing Consumers' Online Purchase Intention: A Study among University Students in Malaysia Liat & Wuan (2014), and in Thailand, a study of factors influencing online purchasing intentions was conducted (2019). ). After conducting the survey and having the data undergone statistical analysis, the results showed that trust is a significant moderator of product risk, financial risk, and privacy risk towards online purchase intention. Hence, consumer trust is a driving force that leads an individual to engage in online purchase. Moreover, another finding from the study is that there is a significant relationship between the product risk, financial risk, privacy risk and online purchase intention of the consumers where consumers feel a sense of danger when purchasing online since they cannot see or touch the object being sold. Lastly, the findings revealed that the e-commerce who meets the satisfaction of assuring its consumers regarding privacy risk, financial risk, and privacy risk are more likely to be trusted by customers and creates a beneficial effect on the willingness to purchase items from online stores.