Influence of Consumers’ Perceived Risk on Consumers’ Online Purchase Intention: A Study of Rawalpindi and Islamabad

Abstract

Purpose – The purpose of the study is to understand the relationship between the six factors causing perceived risk and their relation to online purchase intention. The six variables are financial, product, time, psychological, time, security and social risk. Methodology – A survey was conducted to gather data for research. Quantitative analysis was done, and the results were analysed using SPSS. Findings – The results of the study show the influence of perceived risk on online purchase intention. Five factors that are financial, product, time, psychological, time and security risk have a significant negative impact on purchase intention. While the impact of social risk is insignificant. Practical Implications – The study will help online retailers and new start-ups to come up with strategies to satisfy their customers concern regarding e-commerce. Studies conducted before, have shown that these risks have been affecting the performance of e-commerce companies. Hopefully the insights from this study will help them overcome them. Originality – The growth in e-commerce has led to a number of security concerns for the customers. The protection of their data, the validity if online contracts and the quality of products. The issue arised because the companies were unable to understand the causes of these risks. This perceived risk, however, influences their purchase decisions and intentions. The studies in this are still not enough. Therefore, this research is aimed at filling that gap