The Effect of Perceived Risk in Discount Condition on the e-Purchase Intention

Bahareh Ahmadinejad, Hadi Najafi Asli, Salar Ahmadinejad


The phenomenon of e-business is changing the business and organizations will lead to the e-market. A key issue in e-business is customer trust. Trust, is one of the components of empowerment in e-business, and the most important feature of the success of a website in the virtual world and also a key factor in maintaining and developing lasting relationships with customers. Several studies show that customer feel less risk in buying face to face or traditional rather than e-purchasing. The main reason is the lack of trust in the e-purchase. The purpose of this paper is to examine the relationship between perceived risks and purchase intentions for discount products that sold online. An online questionnaire was distributed to 390 internet user in Iran. There was a scenario at the top of each questionnaire that respondents who responded by putting themselves in the scenario then responded to questions. The results show that exist a significant positive relationship between Product performance risk and security risk with purchase intention of discount product and there is a negative relationship between convenience risk with purchase intention of discount product.Keywords: discount product, e-business, perceived risk, purchase intention

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