Page 249 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

Phuoc-Cuu-Long Le, Thi-Thuy-Trinh Tran, Thi-Duyen Pham, Thi-Thanh-Minh Dang, and Linh-Giang Nguyen 233

high-speed connectivity among consumers is anticipated to positively impact the
market's growth.
Along with that, baodautu.vn reported that the competition between operators in
Vietnam's telecommunications market is intensifying. The three largest carriers,
including MobiFone, Viettel, and VinaPhone, presently control most of the market
share. Although the mobile telecommunications market in Vietnam is generally
saturated regarding the number of subscribers, there is still competition due to the
ever-changing subscriber structure [8]. In addition, service providers confront potential
industry risks, including financial, network safety, security, etc. This challenges mobile
telecommunications service providers to understand the risks contributing to threats to
avoid while simultaneously improving customers' usage intentions and attracting more
new customers.
Several previous studies have verified that brand awareness is the primary factor
influencing customer intent to use. Moreover, perceived risk is an intermediate variable
in the relationship between brand awareness and purchase intent [19]. Greatorex and
Mitchell [15] hypothesized that when perceived risk declines below consumer
acceptance, it has little impact on expected and ignored behavior. In contrast, increased
perceived risk may cause consumers to delay or avoid purchasing. Ahn and Associates
[11] found that the lower the perceived risk of a product or service, the greater the
purchase intent. The results of research conducted by Bui Thanh Trang [26] were
comparable. According to Stone and Gronhaug [24], perceived risk is determined by
six variables: financial risk, operational risk, physical risk, psychological risk, social
risk, and time risk. Bhatnagar and Ghose [3] contend that product risk, financial risk,
and buyer's information security risk negatively impact online purchasing decisions. In
the meantime, Chen [5] and Wang [29] found that perceived risk is measured by
financial risk, operational risk, product risk, timing risk, and other factors. This study
measures perceived risk based on financial, time, product, and privacy risk, with
reference to previous research on the Vietnamese telecommunications service industry.
In addition, Sumera Syed et al. [25] confirmed the impact of intrinsic motivation on
consumers' purchase intention. Intrinsic motivation plays a significant role in shaping
consumers' intentions to purchase Halal cuisine and enhancing their comprehension of
its application. However, the research revealed that no empirical studies are testing the
mediating role of perceived risk on brand awareness and intrinsic motivation related to
consumers' intention to use telecommunication services. Therefore, this study aims to
investigate the impact of perceived risk and its role in brand awareness, intrinsic
motivation, and purchase intention in the telecommunications industry in Vietnam.
From there, telecommunication service providers can adjust their policies and strategies
to meet the requirements of their customers, thereby enhancing their service intentions
in today's fiercely competitive environment.

2 Literature Review and Hypothesis Development

The relationship between Brand Awareness and Purchase Intention

Aaker [1] defined brand awareness as "the capacity of a prospective purchaser to
recognize or recall that a brand belongs to a particular product category." In addition,

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