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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
