A cross-culture analysis of risk perception and purchase intention in Vietnamese and Hungarian e-commerce

Abstract

This paper examines the role of uncertainty avoidance (a cultural feature at the individual level) in the effect of risk perception and consumers’ behavioural intention in e-commerce. Further, we attempt to distinguish between conventional (cognitive) perceived risks and risk-related feelings of consumers when shopping online. To this end, we utilise a sample of 603 online shoppers from Hungary and Vietnam. Data is analysed using structural equation modelling (SEM). The results reveal two different aspects of risk (i.e., perceived risk and risk-related feelings) and highlight that the online decision journey is twofold and influenced by the presence of emotions. Moreover, the result also indicates that the level of uncertainty avoidance works as a moderator in the effect of perceived risk on consumer purchase intention. The more consumers are risk-averse, the stronger the negative impact of perceived risk is on their purchase intention. Our results have considerable theoretical implications. We enrich the existing literature on risk perception in consumer behaviour by incorporating the view of cross-culture and risk-related feelings. Further, we provide meaningful, practical implications for Asian e-businesses as well as worldwide.