DOI 10.5281/zenodo.7404609 2375 | V17.I11 THE IMPACT PERCEIVED RISK ON THE INTENTION TO ONLINE SHOPPING JASSIM AHMAD AL-GASAWNEH 1 , NAWRAS M. NUSAIRAT 2 , JAMAL M.M. JOUDEH 3 and ABDUL HAFAZ NGAH 4 1, 2, 3 Marketing Department, Applied Science Private University, Amman, Jordan. 4 Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Terengganu, Malaysia. Email: 1 j_algasawneh@asu.edu.jo, 2 n_nserat@asu.edu.jo, 3 jamaljoudeh@asu.edu.jo, 4 hafaz.ngah@umt.edu.my Abstract This quantitative study explored the impact of Perceived risk on online shopping intention in Jordan. The data for this study was derived from a survey questionnaire completed by the customers. A total of 340 questionnaires were subjected to the data analysis. The results were analyzed by using partial least squares structural equation modelling. The outcome of the analysis showed that there is a negatively relationship between the Perceived risk and Online shopping intention. Hence, this study provides practical evidence to assist the online seller whether individuals or companies to prepare sufficient marketing strategies about the product and the online shopping procedure to motivate the intention of online shopping. 1. Introduction Online shopping is a viable preference for consumers as the internet must become an essential tool for communication and business worldwide. The Internet World Stats (2018) reported that there are more than four billion internet users in 2017, and it is a 577 per cent growth as compared to the total population of internet users in the year 2000. In 2017, an estimated 1.66 billion people worldwide purchased goods online; the total number of internet users had triggered $2.3tn of the sales from the internet, and projections show a growth of up to $4.48tn by 2021 (Statista, 2018), representing a drastic increase in online shopping (Paynter and Lim, 2001). It showed that the internet had revolutionized the business to online shopping (Bourlakiset al., 2008). In spite of the momentous growth of online shopping and electronic commerce (e-commerce), this astonishing development has led to some new problems and challenges that the foremost internet users’ concern comprises security of payment, data protection, the validity and enforceability of e-contract, insufficient information disclosure, product quality and enforcement of rights (Paynter and Lim, 2001). Compared to the traditional retail form, Lee and Tan (2003) pointed out that when consumers shop online, they tend to perceive higher risks. Jordan consider one of the developed countries -in technology in the middle east and start to adopt online shopping (Masoud, 2013), in spite of the businesses in Jordan are starting to adopt e-commerce business models and sell their products online, but in comparing the spending of Jordan on E-commerce and online shipping with the neighbors especially in Arab gulf counties,