Concept Paper on Perceived Risk and Online Purchase Intentions: The Role of Profession.

Abstract

The purpose of this study will be to investigate the impact of perceived risk on online purchase intentions among online shoppers in Malaysia, while also examining the role of profession as a moderating factor in this relationship. A quantitative approach will be adopted, utilizing a survey method to collect primary data from individuals who have engaged in online shopping within the preceding three months. The collected data will be subject to analysis employing descriptive statistics and various inferential statistical techniques, including correlation analysis, regression analysis, ANOVA, and t-test. The findings of this study are expected to reveal that perceived risk will hurt online purchase intentions, and that professional identity and norms will moderate this relationship. Moreover, the study will offer implications for online retailers and marketers seeking to target young professionals in Malaysia, with strategies to align products and services to meet their specific needs and expectations. Additionally, these strategies will reduce perceived risk while fostering trust and loyalty among this demographic. Lastly, the study will suggest directions for future research in this area.