Perceived risks towards purchase intention among university students in Sarawak: the mediating effect of consumer trust Online publication date: Fri, 07-Jan-2022
by Muhammad Farhan Jalil; Azlan Ali
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 7, No. 1, 2021
Abstract: Online shopping has grown rapidly in Malaysia but there are still a lot of university students who are unwilling and refuse to shop online. Therefore, the purpose of this study is to examine the relationship between perceived risks and purchase intention among university students in Sarawak. Structured questionnaires were used to collect the data from a sample size of 322 students from different universities using simple random sampling. Derived hypotheses were verified through structural equation modelling (SEM) using AMOS 21. The findings of the study indicated that financial, time, social, and privacy risks negatively influenced the purchase intention of students during online shopping, while the trust partially mediates the relationship. The study assists online retailers to identify the risks that concerned the university students. Hence, the online retailers will be able to come out with a new risk reduction strategy.
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