THE IMPACT OF PERCEIVED RISK ON THE CUSTOMER'S ONLINE PURCHASE INTENTION IN LONG XUYEN CITY, AN GIANG PROVINCE

This study retested the perceived risk variable on a multidimensional scale and the relationship between perceived risk and the online purchase intention of consumers on e-commerce platforms. The study's quantitative research results showed that perceived risk, including perceived product risk and perceived transaction risk, plays an important role and has a negative impact on the online purchase intention of consumers in Long Xuyen city, An Giang province. This study's results are expected to have practical significance for local businesses to improve their sales policies and strategies in order to reduce perceived risks, gain customers' trust, and encourage customers to shop online, contributing to An Giang province's e-commerce development goals.