The Effect of Perceived Risk in Online Shopping in Jordan: The Mediating Role of Intention and the Moderating Role of Experience

Abstract

The aim of this paper is to investigate perceived risk as a second-order construct with three dimensions, namely: financial and performance and time risks in the context of Jordan and its effect on online shopping behavior. Moreover, to investigate the role of experience as a moderator on the relationship between perceived risk and actual online shopping behavior. Finally, to investigate the mediation effect of intention between perceived risk and actual online shopping behavior. Theory of planned behavior was adopted in this study. The research was conducted based on empirical data collected through an emailed questionnaire from university students in Jordan. IBM SPSS AMOS version 24.0 was utilized for data analysis. The findings indicated that intention partially mediated the relationship between perceived risk and actual online shopping behavior. Further, the experience was moderate the relationship between perceived risk and actual online shopping behavior.