The Moderating Impact of Perceived Risk on the Relationship of Website Experience and Online Purchase Intention

Authors

  • Ubedullah Amjad Ali Karachi Institute of Economics and Technology
  • Atif Aziz PAF - Karachi Institute of Economics and Technology, Pakistan

DOI:

https://doi.org/10.52131/pjhss.2022.1002.0216

Keywords:

Website Experience, Information Quality, Online Purchase Intention, PLS, Security & Service, Perceived Risk, Website Credibility

Abstract

It is crucial to develop an understanding of the factors of customer purchase intention. It is also imperative to study these factors in the context of online purchasing. The reason its dissemination among consumers. Therefore, the present study developed a theoretical model and test by exploring the attributes of website experience such as information quality, security and service, and website credibility and its effect on online purchase intention in the presence of perceived risk as a moderator. The study opted quantitative method through survey application. PLS methodology was adopted to evaluate the measurement and structural model. The study adds knowledge to the literature through the support of empirical shreds of evidence in the context of Pakistan’s retail sector. The indication of findings points out the meaningful association among constructs that maximize the profitability of the online retail service sector if addressed carefully and may also create greater competition for online retailers. The study also showcases Implications, limitations, and future recommendations that were also canvassed at the end of the paper.

Downloads

Download data is not yet available.

Author Biographies

Ubedullah Amjad Ali, Karachi Institute of Economics and Technology

PhD Scholar

Atif Aziz, PAF - Karachi Institute of Economics and Technology, Pakistan

Associate Professor, Head of Department College of Management Sciences

Downloads

Published

2022-05-28

How to Cite

Ali, U. A. ., & Aziz, A. . (2022). The Moderating Impact of Perceived Risk on the Relationship of Website Experience and Online Purchase Intention. Pakistan Journal of Humanities and Social Sciences, 10(2), 514–526. https://doi.org/10.52131/pjhss.2022.1002.0216

Issue

Section

Articles

Most read articles by the same author(s)