Impact of Risk Perception on Customer Purchase Intention in e-Commerce Platform

Abstract

Purpose – This study aims to investigate the impact of risk perception on online purchase intention in e-commerce platforms. Design/Methodology/Approach – This research uses secondary data analysis and an archival study approach to investigate the impact of risk perception on online purchase intention in e-commerce platforms. The data was gathered from 385 customers using e-commerce platforms. Moreover, this research adopted four frameworks from previous research to construct a new conceptual framework. Findings – This research examined the factors that impact risk perception on online purchase intention in e-commerce platforms. The research's findings revealed that perceived CKM tool risk, social risk, product risk, and delivery risk of customers impact e-commerce platforms. Research Limitations/Implications – There are many limitations to researching the factors influencing customer purchase intention on e-commerce platforms. This research is based in China and uses e-commerce platforms, so this study may not completely apply to people from different cultural backgrounds in other nations. Originality/value - This research is about the important influencing variables that customers perceived CKM tool risk, social risk, product risk, delivery risk, and purchase intention.