Title: Perceived risks towards purchase intention among university students in Sarawak: the mediating effect of consumer trust

Authors: Muhammad Farhan Jalil; Azlan Ali

Addresses: School of Business and Management, University College of Technology Sarawak, Malaysia ' School of Business and Management, University College of Technology Sarawak, Malaysia

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.

Keywords: perceived risk; online purchase intention; consumer trust; university students; Sarawak; structural equation modelling; SEM.

DOI: 10.1504/IJBFMI.2021.10042379

International Journal of Business Forecasting and Marketing Intelligence, 2021 Vol.7 No.1, pp.90 - 111

Received: 21 Jun 2021
Accepted: 23 Jun 2021

Published online: 07 Jan 2022 *

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