Effects of Perceived Risks on Customers’ Purchase Intentions in the B2C E-commerce Environment of Azerbaijan

Abstract

This study has aimed to find out the relationship between risks perceived by customers during online purchasing process on perceived benefits that leads to purchase intention. Data were collected from primary sources by conducting a survey among 155 participants. Reliability and validity of research were ensured and regression analysis was applied to find out the causal relationship between the independent variable (general perceived risks and its components) and the dependent variable (perceived benefit of using e commerce). Findings revealed that perceived general risk has a significant negative impact on the perceived benefit of adopting e-commerce for purchases in Azerbaijan. All the components of perceived general risk except perceived social risk have significant positive impact on general perceived risk.