Effects of Perceived Risk on Intention to Purchase: A Meta-Analysis

Abstract

This article conducts a meta-analysis to determine the effect of perceived risk on intention to purchase in e-commerce settings. The literature generally favors the negative relationship between the two variables; however, some studies have found this relationship to be not significant or even positive. Thirty-five studies were examined, representing 39 overall samples across multiple contexts with a total sample size of 13779 and overall weighted effect size (Pearson's r) for all studies of −0.362 (95% CI: −.432, −.286), a significant medium effect, with a stronger effect in B2C than B2B contexts. Major IS journals rarely report non-significant results and reflect publication bias, posing a problem for a comprehensive meta-analysis. Due to the reluctance to report or accept, studies showing non-significant results represent a significant challenge for IS research. Our aim is to encourage more meta-analysis in IS literature and utilize this methodology to analyze previously held theories.

Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms

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Does Consumers’ Intention to Purchase Travel Online Differ Across Generations?

“…The academic fraternity has always given less attention to behaviour deterrents (Rehman et al, 2020) and focus primarily being on the drivers (Farivar et al, 2017). Therefore, given the importance of risk in e-commerce (Pelaez et al, 2019;Samhan, 2018), perceived risk (PR) has been added to the UTAUT2 model. Also, Dwivedi et al (2019) found that the addition of attitude to the original UTAUT model would increase its predictive power.…”

Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary

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