Influence of Perceived Risk on Purchase Intention: A Preliminary Analysis of Lazada Online Shopping in East Coast Malaysia

Lazada is among the favorite online shopping platform among Malaysian shoppers to purchase either physical product or service. In fact, shoppers can be addicted towards online shopping due to quick transaction, convenience, better prices and no sales pressure. However, this platform has been criticized due to services, product and privacy risk. Hence, the purpose of this study is to investigate the influence of perceived risk on purchase intention by using Lazada among shoppers in East Coast of Malaysia. This study examine product risk, financial risk and information risk adapted from the Theory of Perceived Risk (TPR) using online and selfadministered survey. It is hoped that this study will help practitioners and shoppers to create safety, healthy and sustain online shopping ecosystem