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Academic Journal of Business & Management, 2024, 6(4); doi: 10.25236/AJBM.2024.060429.

The Effect of Perceived Risk and Perceived Enjoyment on Online Shopping Intention by University Students in China


Lin Zhao1,3, Kim Mee Chong3, Jing Zhao2,3

Corresponding Author:
Jing Zhao

1College of International Education, Shandong Jiaotong University, Jinnan, Shandong, 250357, China

2Anhui Technical College of Mechanical and Electrical Engineering, Wuhu, Anhui, 241000, China

3Graduate School of Business, SEGI University, Kuala Lumpur, 47810, Malaysia


With the rapid development of information technology and social media, consumers are no longer just receivers of products, but also co-creators. The realization of product value is increasingly dependent on the perception of consumer experience during consumption. This paper starts from the perspective of university student consumers, and constructs a model of the influence of consumers' perceived risk and perceived enjoyment on online shopping intentions. Through the questionnaire survey, 52 samples from undergraduate students were obtained, and PLS regression analysis was used to test the corresponding hypotheses. The research results show that (1) university students' online shopping intention is negatively and importantly affected by consumers' perceived risk. (2) University students' online shopping intention is positively and importantly affected by consumers' perceived pleasure.


Online Shopping, Perceived Risk, Perceived Enjoyment, University Students

Cite This Paper

Lin Zhao, Kim Mee Chong, Jing Zhao. The Effect of Perceived Risk and Perceived Enjoyment on Online Shopping Intention by University Students in China. Academic Journal of Business & Management (2024) Vol. 6, Issue 4: 191-200. https://doi.org/10.25236/AJBM.2024.060429.


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