نقش ريسك درك شده توسط مصرف كنندگان بر قصد خريد آنلاين : تبيين نقش اعتماد مصرف كننده در اين رابطه به كمك نظريه سرمايه اجتماعي پوتنام

The present study aims to explain the role of perceived risk by consumers on their online purchase intention, considering the role of consumer trust. This research is correlational an‎d framed within structural equation modeling. The statistical population of this research includes all individuals who had at least one experience of online shopping from reputable online stores in Iran in 2023. Out of this population, 386 individuals were selec‎ted as the study sample using convenience sampling. Data was collected using a questionnaire constructed from previous studies. The obtained information was analyzed using SPSS version 27 an‎d Smart PLS version 4 at both descriptive an‎d inferential statistics levels through structural equation modeling. According to the results of hypothesis testing, the model had a good fit. Moreover, the findings indicated that perceived risk directly affects consumer purchase intention. However, when consumer trust acts as a mediator between these two variables, the effect of perceived risk on consumer purchase intention significantly decreases. Additionally, the mediating effect of consumer trust in the relationship between perceived product performance risk, perceived financial risk, an‎d perceived psychological risk on consumer purchase intention was also significant. Based on the results of this study, efforts to reduce perceived risk by online sales stores first improve consumer trust an‎d subsequently increase consumer intention to purchase online.

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