The Influence of Customer Experience and Perceived Risk on Online Purchase Intention

Abstract

AbstractThis research aims to analyze and determine the influence of online customer experience and perceived risk on online purchase intentions in e-commerce. This research model used five variables, including online customer experience, product risk, financial risk, privacy risk, and online purchase intention, with seven hypotheses. This type of research is causal research. For data collection, researchers obtained data sources derived from respondents conducted online. This research used a non-probability sampling-purposive sampling method. This study shows that the financial hypothesis of risk and privacy risk has a negative and insignificant effect on online purchase intentions. The online customer experience hypothesis significantly affects the product, financial, and privacy risks. The online customer experience hypothesis has a positive and significant effect on online purchase intentions.