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The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613654536421376 |
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| access_status_str | Open Access |
| author2 | Mamabolo, Anastacia |
| author_browse | Mamabolo, Anastacia |
| author_facet | Mamabolo, Anastacia |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/102026 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:35.267Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/102026 The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context Mamabolo, Anastacia ichelp@gibs.co.za Mulaudzi, Rembuluwani UCTD Trust Perceived Risk Purchase Intention SMEs Consumer Mini Dissertation (MBA)--University of Pretoria, 2024. This study investigates the role of consumer trust in shaping purchase intentions within the e-commerce environment, focusing on the moderating effect of perceived risk. The rapid adoption of e-commerce, accelerated by the COVID-19 pandemic, has made online shopping increasingly popular; however, small and medium-sized enterprises (SMEs) face unique challenges in developing the trust necessary to attract consumers. This study seeks to provide actionable insights for SMEs on mitigating these risks and building trust, thereby fostering a supportive environment for e-commerce growth in emerging markets. Using the Theory of Planned Behaviour, the research examines the relationship between trust and purchase intentions and how perceived risk can influence this dynamic. The literature examines trust through its dimensions of competence, integrity, and benevolence; purchase intention; and perceived risk, defined by financial, product performance, time, and delivery risks. Two main hypotheses and four sub-hypotheses address the moderating effects of these risk dimensions. This is a descriptive-explanatory quantitative study that used data from 205 respondents, which was analysed using descriptive statistics, correlation, linear regression, and multiple hierarchical regression. The results found that there is a significant correlation between consumer trust and purchase intention. However, the results found that perceived risk and its four dimensions do not moderate the relationship between trust and purchase intention. The results provide more insight into an emerging market, and to this effect, they provide theoretical and practical contributions for scholars and managers. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-08:Decent work and economic growth SDG-09: Industry, innovation and infrastructure 2025-04-11T09:20:35Z 2025-04-11T09:20:35Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/102026 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Trust Perceived Risk Purchase Intention SMEs Consumer The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title | The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title_full | The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title_fullStr | The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title_full_unstemmed | The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title_short | The moderating influence of perceived risk in the relationship between trust in SMEs and consumers’ purchase intention in an e-commerce context |
| title_sort | moderating influence of perceived risk in the relationship between trust in smes and consumers purchase intention in an e commerce context |
| topic | UCTD Trust Perceived Risk Purchase Intention SMEs Consumer |
| url | http://hdl.handle.net/2263/102026 |