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Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA

Received: 22 November 2022     Accepted: 10 December 2022     Published: 27 December 2022
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Abstract

This study examines the effect of consumers’ perceived risk on online purchasing intention at JUBIWADA Zanzibar. Specifically, the study examines the effect of consumers’ financial risk, time risk and social risk online purchasing intention. The researcher has mainly employed quantitative research approach with appropriate method of analysis for this study. The sample size for this study consists of 321 respondents using simple random sampling technique and survey questionnaire was used as data collection instrument. To achieve a reliable result a Standard Multiple regression was used to analyses the collected data from relevant respondents. The study has revealed that three predictors (social risk, time risk and financial risk) had a significant effect or impact on the outcome variable (online purchase intention). Essentially, the effects of these risks to online purchase intention were in a negative direction. This situation indicates that the increase of scores in these predictor variables results in degrease of scores in the outcome variable. The study concluded that customers who show or have high level of perceived risk (social risk, time risk and financial risk) tend to reduce their intention to purchase online products. Finally, the study recommended that the management of JUBIWADA may encourage online purchasing by solving the problem social risk, time risk and financial risk in the business environment.

Published in International Journal of Accounting, Finance and Risk Management (Volume 7, Issue 4)
DOI 10.11648/j.ijafrm.20220704.16
Page(s) 181-187
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Social Risk, Time Risk, Financial Risk, Online Purchasing Intention

References
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Cite This Article
  • APA Style

    Subira Abdalla Maisara, Abdalla Ussi Hamad, Salama Yusuf. (2022). Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA. International Journal of Accounting, Finance and Risk Management, 7(4), 181-187. https://doi.org/10.11648/j.ijafrm.20220704.16

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    ACS Style

    Subira Abdalla Maisara; Abdalla Ussi Hamad; Salama Yusuf. Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA. Int. J. Account. Finance Risk Manag. 2022, 7(4), 181-187. doi: 10.11648/j.ijafrm.20220704.16

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    AMA Style

    Subira Abdalla Maisara, Abdalla Ussi Hamad, Salama Yusuf. Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA. Int J Account Finance Risk Manag. 2022;7(4):181-187. doi: 10.11648/j.ijafrm.20220704.16

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  • @article{10.11648/j.ijafrm.20220704.16,
      author = {Subira Abdalla Maisara and Abdalla Ussi Hamad and Salama Yusuf},
      title = {Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA},
      journal = {International Journal of Accounting, Finance and Risk Management},
      volume = {7},
      number = {4},
      pages = {181-187},
      doi = {10.11648/j.ijafrm.20220704.16},
      url = {https://doi.org/10.11648/j.ijafrm.20220704.16},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijafrm.20220704.16},
      abstract = {This study examines the effect of consumers’ perceived risk on online purchasing intention at JUBIWADA Zanzibar. Specifically, the study examines the effect of consumers’ financial risk, time risk and social risk online purchasing intention. The researcher has mainly employed quantitative research approach with appropriate method of analysis for this study. The sample size for this study consists of 321 respondents using simple random sampling technique and survey questionnaire was used as data collection instrument. To achieve a reliable result a Standard Multiple regression was used to analyses the collected data from relevant respondents. The study has revealed that three predictors (social risk, time risk and financial risk) had a significant effect or impact on the outcome variable (online purchase intention). Essentially, the effects of these risks to online purchase intention were in a negative direction. This situation indicates that the increase of scores in these predictor variables results in degrease of scores in the outcome variable. The study concluded that customers who show or have high level of perceived risk (social risk, time risk and financial risk) tend to reduce their intention to purchase online products. Finally, the study recommended that the management of JUBIWADA may encourage online purchasing by solving the problem social risk, time risk and financial risk in the business environment.},
     year = {2022}
    }
    

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  • TY  - JOUR
    T1  - Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA
    AU  - Subira Abdalla Maisara
    AU  - Abdalla Ussi Hamad
    AU  - Salama Yusuf
    Y1  - 2022/12/27
    PY  - 2022
    N1  - https://doi.org/10.11648/j.ijafrm.20220704.16
    DO  - 10.11648/j.ijafrm.20220704.16
    T2  - International Journal of Accounting, Finance and Risk Management
    JF  - International Journal of Accounting, Finance and Risk Management
    JO  - International Journal of Accounting, Finance and Risk Management
    SP  - 181
    EP  - 187
    PB  - Science Publishing Group
    SN  - 2578-9376
    UR  - https://doi.org/10.11648/j.ijafrm.20220704.16
    AB  - This study examines the effect of consumers’ perceived risk on online purchasing intention at JUBIWADA Zanzibar. Specifically, the study examines the effect of consumers’ financial risk, time risk and social risk online purchasing intention. The researcher has mainly employed quantitative research approach with appropriate method of analysis for this study. The sample size for this study consists of 321 respondents using simple random sampling technique and survey questionnaire was used as data collection instrument. To achieve a reliable result a Standard Multiple regression was used to analyses the collected data from relevant respondents. The study has revealed that three predictors (social risk, time risk and financial risk) had a significant effect or impact on the outcome variable (online purchase intention). Essentially, the effects of these risks to online purchase intention were in a negative direction. This situation indicates that the increase of scores in these predictor variables results in degrease of scores in the outcome variable. The study concluded that customers who show or have high level of perceived risk (social risk, time risk and financial risk) tend to reduce their intention to purchase online products. Finally, the study recommended that the management of JUBIWADA may encourage online purchasing by solving the problem social risk, time risk and financial risk in the business environment.
    VL  - 7
    IS  - 4
    ER  - 

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Author Information
  • Department of Marketing, Faculty of Business Administration, Zanzibar University, Zanzibar, Tanzania

  • Department of Economic, Faculty of Arts and Social Science, Zanzibar University, Zanzibar, Tanzania

  • Department of Finance, Faculty of Business Administration, Zanzibar University, Zanzibar, Tanzania

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