THE IMPACT PERCEIVED RISK ON THE INTENTION TO ONLINE SHOPPING

Abstract This quantitative study explored the impact of Perceived risk on online shopping intention in Jordan. The data for this study was derived from a survey questionnaire completed by the customers. A total of 340 questionnaires were subjected to the data analysis. The results were analyzed by using partial least squares structural equation modelling. The outcome of the analysis showed that there is a negatively relationship between the Perceived risk and Online shopping intention. Hence, this study provides practical evidence to assist the online seller whether individuals or companies to prepare sufficient marketing strategies about the product and the online shopping procedure to motivate the intention of online shopping