Acta Universitatis Danubius. Œconomica, Vol 8, No 5 (2012)

Abstract

This paper aim is to assess if consumers’ perceived risk can mediate the relationship between trust and consumers’ intention to buy online. Two models were developed and Partial Least Squares (PLS) analysis was used on data collected from 98 respondents. Three variables were introduced in the model: perceived risk, perceived trust and consumers’ intention to buy online. Each was formed as formative latent variable using multi-items, measured on a 7 point Likert scale. The mediating analysis indicates that perceived risk acts as a partially mediator of the trust – behavioral intention relationship.