Butali Usman*
Prof. Bintu Mustapha
Dr Solomon Ali Balami
Department of Marketing
Faculty of Management Sciences, University of Maiduguri, Maiduguri Borno State, Nigeria.
*For correspondence, email: butaliusman@unimaid.edu.ng
Abstract
This study examined the moderating influence of word-of-mouth on the relationship between customer-perceived risks and online purchase intention. To accomplish the study’s objectives, a quantitative cross-sectional survey was implemented targeting 2390 employees of Yobe State University Damaturu and Federal University Gashua in Yobe State. A total sample size of 510 was utilised, with primary data gathered through purposive sampling using structured questionnaires. 347 valid responses were recorded and analysed using PLS-SEM with SmartPLS 3.0 software. The results indicated that perceived product performance risk has a significant negative relationship with online purchase intention; perceived financial risk has a negative but statistically insignificant relationship with online purchase intention; word-of-mouth has a significant positive influence on online purchase intention and significantly moderated the relationship between perceived financial risk and online purchase intention. Consequently, it is recommended that online marketers elicit positive word-of-mouth by exciting customers by delivering superior products and services that can exceed customers‘ expectations.
Keywords: Delivery Risk, Financial Risk, Online Purchase Intention, Product Risk, Word-of-Mouth
