The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context

Abstract

This study investigates the role of consumer trust in shaping purchase intentions within the e-commerce environment, focusing on the moderating effect of perceived risk. The rapid adoption of e-commerce, accelerated by the COVID-19 pandemic, has made online shopping increasingly popular; however, small and medium-sized enterprises (SMEs) face unique challenges in developing the trust necessary to attract consumers. This study seeks to provide actionable insights for SMEs on mitigating these risks and building trust, thereby fostering a supportive environment for e-commerce growth in emerging markets. Using the Theory of Planned Behaviour, the research examines the relationship between trust and purchase intentions and how perceived risk can influence this dynamic. The literature examines trust through its dimensions of competence, integrity, and benevolence; purchase intention; and perceived risk, defined by financial, product performance, time, and delivery risks. Two main hypotheses and four sub-hypotheses address the moderating effects of these risk dimensions. This is a descriptive-explanatory quantitative study that used data from 205 respondents, which was analysed using descriptive statistics, correlation, linear regression, and multiple hierarchical regression. The results found that there is a significant correlation between consumer trust and purchase intention. However, the results found that perceived risk and its four dimensions do not moderate the relationship between trust and purchase intention. The results provide more insight into an emerging market, and to this effect, they provide theoretical and practical contributions for scholars and managers.