The Impact of Perceived Risk and Its Role in Brand Awareness, Intrinsic Motivation, and Purchase Intention in the Telecommunications Industry in Vietnam

Abstract

This study aimed to examine the role of perceived risk in the relationship between brand awareness, intrinsic motivation, and purchase intention, specifically in the telecommunications industry. This study used a deductive methodology combined with a quantitative approach. Three hundred Vietnamese telecommunications customers participated in the study. The data were collected through an online questionnaire. Using the AMOS application, the data were subjected to Structural Equation Modelling (SEM) to ascertain the existence of an indirect relationship. According to the findings of this study, perceived risk is an intermediate variable affecting brand awareness and intrinsic motivation for purchase intention. In which, financial risk, time risk, product risk, and privacy risk are the fundamental elements that comprise the perceived risk. However, it is regarded as a risk for reducing purchase intention. If a telecommunication brand is perceived as high-risk, consumer intent to use its services will decrease. Additionally, brand awareness and intrinsic motivation influence purchase intention positively. By determining the relationship between them and customers' purchase intention in the network services industry, the study provided telecommunications companies with a more precise understanding of the role of perceived risk in enhancing brand awareness and intrinsic motivation in customers' purchase intention.