Relationship between Risk Perception Dimensions and Online Purchase among Undergraduates of Nnamdi Azikiwe University, Awka
The study examined the relationship between risk perception dimensions and online purchase intention. The participants of this study were 185 undergraduates of Nnamdi Azikiwe University, Awka. The participant's age ranged from 18 to 32years with a mean age of 22.55 and standard deviation of 2.75 years. Two instruments were used for the study; Risk Perception Scale developed by Swinyard and Smith (2003) and Online Purchase Intention Scale by Kim et al. (2008). Correlational design was used for the study and Pearson Product Moment Correlation Statistic was used for analysis. The results indicated that the four distinct risk perception dimensions product risk r (185) = -.38, p< .001, convenience risk r (185) = -.28, p< .001, financial risk r (185) = -.43, p< .001, and non-delivery risk r (185) = -.45, p< .001; have negative significant relationship with online purchase intention. The findings of this study would be used to assist those businesses and marketers to better understand how online consumers perceive risk and how they may be influenced by it. Additionally, further research on risk perception and purchase intention in the online environment is needed in order to gain a more comprehensive understanding of consumer behaviour.