Page 250 - 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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brand awareness is measured by the preference for one brand over others in the same
product category [18]. The greater the brand awareness, the better the product will
develop, and the greater the profit will increase [22]. This is regarded as one of the
fundamental components of brand equity [9]. Consequently, brand awareness is the
primary objective of social marketing [23, 27].
According to Dabbous and Barakat [6], brand awareness significantly impacts how
consumers perceive a brand. Therefore, a well-known brand can repeatedly influence
the desire to purchase or utilize a product. Previous research [7, 14] has also
demonstrated that brand awareness impacts consumers' purchase intention. The greater
a brand's visibility, the more likely consumers will select it when making a purchase.
Thus, the first hypothesis is:
H1: Brand Awareness has a positive influence on Purchase Intention.

The relationship between Brand Awareness and Perceived Risk
Previous research has shown that brand awareness impacts perceived risk [5, 12].
Mitchell [14] defined perceived risk as a form of uncertainty in a purchase; however, a
well-known brand cannot assure low-risk awareness to consumers because they
will seek information about the brand. Due to familiarity with the brand and its
characteristics, brand awareness can also affect consumers' perceptions of risk and their
confidence in purchasing decisions. The greater the brand's prominence, the more data
will be gathered, and the greater the perceived risk will be [16]. Therefore, the author
presents the following second hypothesis:
H2: Brand Awareness has a positive influence on Perceived Risk.

The relationship between Perceived Risk and Purchase Intention
Perceived risk has emerged as a crucial concept for elucidating consumer behaviour
[13] and purchase intention [10]. According to Ariffin et al. [2], the uncertainty
surrounding unfavourable outcomes constitutes perceived risk. Prior to making a
purchase, a customer may assume risks associated with selecting a specific brand and
conducting extensive research in order to obtain a high-quality product or service. A
consumer's ability to govern uncertain behaviour and influence behavioural decisions
can be diminished by the perception of risk.
Research by Stone and Gronhaug [24] showed that 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, financial, and buyer
information security risks negatively impact online purchasing decisions. In the
meantime, Chen [5] and Wang [29] found that perceived risk is measured by financial,
operational, product, timing, and other factors. Referencing the previous and specific
studies of Vietnam's telecommunications services industry, this study used four factors:
financial risk, time risk, product risk, and privacy risk, to measure the impact of
perceived risk and its role in the influence of brand awareness, and intrinsic motivation
on purchase intention.
In addition, consumers are more likely to transact if the perceived risk associated
with online transactions is reduced and they have greater control over their online

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