The Impact of Risk Awareness on Purchase Intention in E-Commerce
Mediating Role of Perceived Usefulness and Moderating Effect of Brand Perception
Bibliographic Data
| ID | 22006740 |
|---|---|
| Authors | Sayim Uddin (0009-0008-2606-5036, Begum Rokeya University), Md Rishad Kabir (Begum Rokeya University), Shakib Ahmed (0009-0004-2967-0443, University of Rajshahi, corresponding author), Raghib Abid (Begum Rokeya University), Mohammad Rakibul Islam Bhuiyan (0000-0003-4284-6461, Begum Rokeya University) |
| Year | 2026 |
| Volume | 16 |
| Issue | 2 |
| Publication date | 2026-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440261429575 |
| OpenAlex | W7164831680 |
| Language | EN |
| References cited | 63 |
The study analyzes the e-commerce buying intention based on risk awareness with its impact on perceived usefulness as a mediator and brand perception as a moderator. With the heightened amount of online shopping, when there are data security, fraud, and product quality concerns, it affects consumer decision-making. Through using SPSS 25 and SmartPLS 4.0, a quantitative analysis was made on 258 survey responses, and it concludes that risk awareness adversely affects the intention to buy a product or service online. Nevertheless, the impact of perceived usefulness lessens by building trust in the online marketplace. In addition, a strong brand perception decreases the uncertainty, increasing the likelihood of purchase. These results are compatible with the Technology Acceptance Model (TAM) as well as consumer decision-making theories, with implications for improving perceived usefulness through user-friendly solutions and improving trust based on brand credibility. Since the report was created using self-reported data, response biases may have been introduced. Future studies should employ longitudinal studies, including psychological elements, and look into cross-cultural differences to assess behavioral changes over time
Brand awareness · Elaboration likelihood model · Perceived quality · Perception · Risk perception · Structural equation modeling · Cultural and Educational Studies · Diverse Topics in Contemporary Research · Technology Adoption and User Behaviour
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| Citation velocity | historical |
|---|---|
| Highly cited | No |