Effects of Perceived Risks on Customers’ Purchase Intentions in the B2C E-commerce Environment of Azerbaijan
Date Issued
2022-05
Author(s)
Hasanova, Aynura
Abstract
This study has aimed to find out the relationship between risks perceived by
customers during online purchasing process on perceived benefits that leads to purchase
intention. Data were collected from primary sources by conducting a survey among 155
participants. Reliability and validity of research were ensured and regression analysis was
applied to find out the causal relationship between the independent variable (general
perceived risks and its components) and the dependent variable (perceived benefit of using e
commerce). Findings revealed that perceived general risk has a significant negative impact on
the perceived benefit of adopting e-commerce for purchases in Azerbaijan. All the
components of perceived general risk except perceived social risk have significant positive
impact on general perceived risk.
customers during online purchasing process on perceived benefits that leads to purchase
intention. Data were collected from primary sources by conducting a survey among 155
participants. Reliability and validity of research were ensured and regression analysis was
applied to find out the causal relationship between the independent variable (general
perceived risks and its components) and the dependent variable (perceived benefit of using e
commerce). Findings revealed that perceived general risk has a significant negative impact on
the perceived benefit of adopting e-commerce for purchases in Azerbaijan. All the
components of perceived general risk except perceived social risk have significant positive
impact on general perceived risk.