In the digital age of e-commerce, understanding the factors that drive or impede consumers’ purchase intentions is essential for online merchants. One crucial aspect that has emerged as a central determinant is consumer trust. This article explores how various risks influence purchase intention and the significant mediating role that consumer trust plays in this complex relationship. I. The Negative Impact of Different Risks on Purchase Intention Performance Risk and Purchase Intention Product Quality Uncertainty: When consumers perceive a high performance risk, they are concerned about the quality and functionality of the products offered by an online merchant. For example, if an electronics store has a reputation for selling items with a high rate of defects or that do not meet the advertised specifications, consumers will be hesitant to make a purchase. Impact on Buying Decision: This uncertainty can lead to a significant decrease in purchase intention. Consumers may opt to search for alternative merchants with a more reliable track record in terms of product performance. Psychological Risk and Purchase Intention Emotional Discomfort: Psychological risk pertains to the negative emotions and concerns that consumers may experience. For instance, the fear of making a wrong purchase decision or being disappointed with the […]
