Research On The Effect Of Service Quality And Perceived Risks On Consumers' Purchase Intention Of Online Shopping In Cambodia

Consumers are moving from shopping that is done face to face to shopping that is done online in the solace of their homes and offices.Many are open to this new paradigm(online shopping)and marketers are definitely taking advantage and establishing ways to attract new consumers to their businesses.Cambodia is a country that is rapidly growing and its consumers are slowly becoming exposed and interested in online shopping.Cambodian consumers like many online shoppers have concerns regarding their online shopping experience.Concerns such as bad quality products,bad communication,money being stolen,personal information being stolen and after sale service,etc.According to literature these concerns can be named as online consumer service quality concern and perceived risk.These are the factors which influence online consumers purchasing intention and at last keep them fully involved and engaged in their online purchase experience.The paper is purposed to look with the factors which influence the Cambodian consumers' purchasing intention of shopping online,considering through online purchase intention and also variables such as service quality and perceived risk.However,the result showed that perceived risk,service quality and online purchasing intention have significant relationship when moderate by involvement.This is analyzed through SPSS.