Risk Perception in Online Purchase and Intention to Purchase Online

Le résumé fourni par la source

This study seeks to investigate how risk perception in online purchasing influences hotel customers' intentions to make online purchases. It also explores the moderating effects of trust in AI and customers' ability readiness on this relationship. The study gathered data through an online survey aimed at Egyptian customers. The collected data were analyzed using the PLS-SEM technique, based on responses from 383 participants who have experience with online purchasing and utilizing artificial intelligence to assist in booking hotels. Findings indicate that customers' intention to purchase online is negatively influenced by their perception of risk in online transactions. In addition, trust in AI and customer ability readiness moderate the relationship between risk perception in online purchases and customers' intention to purchase online. This study significantly enhances the understanding of online purchasing and the factors influencing consumer decision-making in the digital age.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.