Investigating the Moderating Role of Profession, Personality Traits, and Previous Experience in Online Shopping Behaviour

This study aimed to establish the correlation between perceived risk and Online Purchase Intention (OPI), specifically examining whether profession, personality traits, and experience mediate this correlation in a collectivist culture. The type of research design employed in this study was a quantitative, cross-sectional survey design, which was conducted with a sample of Pakistani consumers. Ordinary least squares regression and moderation analysis were implemented. The findings indicate that among various dimensions of perceived risk, social risk is the only one that may be influential on online purchase intention, revealing the importance of societal influencing factors in the Pakistani collectivist society. The interaction effects are very strong as observed in the moderation analysis, which means that profession, personality traits and experiences moderate the negative effect that the perceived risk has on OPI. The results suggest that social risk is the only dimension of perceived risk that has a significant impact on online purchase intention, which also highlights the societal aspect in collectivist Pakistani society. The moderation analysis demonstrates that there are substantial effects of interactions between profession, personality traits, and experiences and the negative influence of perceived risk on OPI.