May 5, 2025

The Influence of Perceived Risk on Trust, E-WOM, and Purchase Intention in Shopee Users

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative analysis reveals perceived risk decreases trust, affecting E-WOM and purchase intentions in Shopee users.

Perceived risk negatively impacts trust in Shopee users, reducing their likelihood to engage with the platform.
Trust significantly influences both E-WOM and purchase intentions among Shopee users, enhancing their purchasing behavior.
The study employed structural equation modeling, analyzing responses from 155 targeted Shopee users in Surabaya.
Findings underscore the critical role of risk perceptions and trust in shaping user purchase decisions online.

Pratama et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark