Investigating the Effect of Perceived Risk on Customerʼs Online Purchase Intention towards Jewelry Brands

The current research explores the relationship between perceived risk and customerʼs online purchase intention towards jewelry brands. For collecting data, survey has been used as the method and quantitative analysis used for testing hypothesis established. An online survey was conducted on ۳۵۶ consumers of jewelry brands in Iran with a purposive sampling technique. SmartPLS was used for data analysis. The validity of the scale and the connection between the research model were identified by exploratory factor analysis. The findings suggest that perceived risk has a negative and significant effect on consumer purchase intention towards jewelry brands. This study would be helpful for online retailers and they need to prepare some strategies in advance that control the negative emotions of consumers for shopping.