Page 248 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

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The Impact of Perceived Risk and Its Role in Brand

Awareness, Intrinsic Motivation, and Purchase Intention
in the Telecommunications Industry in Vietnam

3
2
1
Phuoc-Cuu-Long Le , Thi-Thuy-Trinh Tran , Thi-Duyen Pham ,
4
Thi-Thanh-Minh Dang , and Linh-Giang Nguyen 5
The University of Danang, Vietnam-Korea University of Information and
Communication Technology, Danang, Vietnam
lpclong@vku.udn.vn,ttttrinh@vku.udn.vn,ptduyen.20ba2@vku.udn.vn,
dttminh@vku.udn.vn,nlgiang@vku.udn.vn

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 telecom-
munication 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.

Keywords: Brand Awareness, Perceived Risk, Purchase Intention, Intrinsic
Motivation.

1 Introduction

In recent years, Vietnam's telecommunications market has experienced significant
growth, which is anticipated to accelerate through 2025-specifically, the revenue
generated by the telecommunications service sector. After the impact of the Covid-19
pandemic, communication has increased as more users work from home and spend
more time on other forms of online entertainment [8]. Thus, the increasing demand for

CITA 2023 ISBN: 978-604-80-8083-9