Abstract
This study investigates perceived risk factors that influence online purchase intention among Millennials in Malaysia. The study examined several predictor variables, namely financial risks, product risks, and non-delivery risks, whereas the result variable under investigation was online purchase intention. The study employs structured questionnaires verified for data collection through face and content validity. The data were analyzed using descriptive statistics through the Statistical Package for Social Sciences (SPSS) version 23. Multiple regression analysis was conducted to ascertain the association between the predictor factors and the outcome variable. The findings indicate a significant relationship between the predictor variables, namely financial risks, product risks, and non-delivery risks, and the outcome variable. The analysis shows that non-return risks exhibited the highest association with online purchase intention. The findings of this study offer significant contributions to the advancement of future research and the enhancement of online entrepreneurs' ability to optimize their online operations and give enhanced consumer value experiences.
Keywords
- Perceived Risk Search this journal for Perceived Risk (opens in a new tab)
- Financial Risk Search this journal for Financial Risk (opens in a new tab)
- Product Risk Search this journal for Product Risk (opens in a new tab)
- Convenience Risk Search this journal for Convenience Risk (opens in a new tab)
- Non-Delivery Risk Search this journal for Non-Delivery Risk (opens in a new tab)
- Online Purchase Intention Search this journal for Online Purchase Intention (opens in a new tab)
- Millennials Search this journal for Millennials (opens in a new tab)
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Copyright (c) 2023 Nur Nadiah Mahbob, Muhammad Asyraf Hasim, Mohd Fikri Ishak (Author)
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Keywords
- Perceived Risk Search this journal for Perceived Risk (opens in a new tab)
- Financial Risk Search this journal for Financial Risk (opens in a new tab)
- Product Risk Search this journal for Product Risk (opens in a new tab)
- Convenience Risk Search this journal for Convenience Risk (opens in a new tab)
- Non-Delivery Risk Search this journal for Non-Delivery Risk (opens in a new tab)
- Online Purchase Intention Search this journal for Online Purchase Intention (opens in a new tab)
- Millennials Search this journal for Millennials (opens in a new tab)
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Vol. 15 No. 3(I) (2023)
Consumer Behaviour, Financial Literacy & Student Wellbeing
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