Quest Journals Journal of Research in Business and Management Volume 9 ~ Issue 9 (2021) pp: 01-10 ISSN(Online):2347-3002 www.questjournals.org *Corresponding Author: Okoye, Kingsley Ugochukwu 1 | Page Research Paper Perceived risk and online purchase intention for shopping goods: Evidence from an emerging country context Okoye, Kingsley Ugochukwu Department of Marketing Nnamdi Azikiwe University, Awka, Anambra State Ojiaku, Obinna Christian* Department of Marketing Nnamdi Azikiwe University, Awka, Anambra State Ezenyilmba, Emmanuel U Department of Marketing Nnamdi Azikiwe University, Awka, Anambra State ABSTRACT Despite the growth of online shopping and the increased reliance on the internet for communication and business globally. Consumers are often wary of its inherent risk and sometimes avoid using the channel. This study examines this perception of risk on consumers’ purchase intentions f or shopping goods. In particular the study investigates the effects of product risk, security risk, delivery risk, privacy risk, and time risk on purchase intentions for shopping goods.A survey research design was used to collect data from a cross-section of 200 young consumers conveniently selected online. Five hypotheses were formulated and tested using multiple regression analysis via SPSS version 16. The result showed that product risks, privacy risk, and delivery risk negatively affects purchase intention while delivery and time risk were non-significant at 0.05 level of significant. The effect of product risk was strongest. The study concluded that there is a perceive risks which manifest in the forms of product, privacy, and delivery risk affect consumers’ online purchase intention negatively.The result implies that marketers should device strategies to tangibilize the consumers’ product browsing experience by using advanced technologies such as Virtual or Augmented Reality, zooming features, and consumer reviews. Also they should take measure to safeguard customers’ information and activities online such as using multiple steps verification, encryption, and secured online environment. KEYWORDS: online shopping, perceive risk, purchase intention, product risk, Nigeria Received 21 August, 2021; Revised: 03 September, 2021; Accepted 05September, 2021 © The author(s) 2021. Published with open access at www.questjournals.org I. INTRODUCTION The advancement in information and communication technology and the unprecedented rise in the number, uses, and functions of social media has increased consumers’ confidence in online shopping (Gupta, South, Su, & Walter, 2004). The increased used and reliance of the internet for communication and business globally has made online shopping is a viable preference to consumers (Ariffin, Mohan, & Goh, 2018). According to Statista, retail e-commerce sales worldwide amounted to 3.53 trillion dollars in 2019 and is projected to reach 6.54 trillion dollars in 2022 (Statista, 2021). Research showed that consumers adopt online shopping behaviours due to convenience, price and product comparison, customer empowerment and a reduction in search effort (Johnson & Ramirez, 2020), as well as potentially increased choice, and cost savings (Mahoud, 2013). Despite this growth, consumers are often wary when shopping online and sometimes avoid using the channel, abandon their cart, and postpone their online purchase decision. Their concerns stem from ordering for one thing online and getting something else tothe potential threat of being swindled or defrauded(Gupta et al., 2004). They also fear the potential loss of delivery i.e.,the possibility of goods being lost on transit, damaged or