Analyzing the Determinants of Online Purchase Intention of Consumers: Mediating Role of Perceived Risk

The main objective of this study is to know the determinants of consumer purchase intention using online shopping in developing countries. The unit of analysis in the present study is individuals consisting of customers who use online shopping. Three hundred questionnaires were distributed using convenience sampling, while 249 questionnaires were filled for further statistical analysis. The present study deploys a regression approach through a structural equation modelling technique using SmartPLS 4.0 version software. The result indicates that personal value and shopping experience significantly influence online purchase intention. By extending the theory of purchase risk theory, the current study provides several theoretical and practical contributions. The present study's findings help practitioners and marketing managers in the online shopping sector improve consumer online shopping experience by reducing perceived risk, further enhancing purchase intentions. It is also beneficiary for online marketers and academic researchers in the consumer behaviour field. These factors may help marketing managers get competitive advantages, maximize profit, and increase sales