Page 251 - 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 235

behaviour [17]. Research by Samadi, M. et al. [21] also showed that a more positive
online shopping experience makes consumers less aware of the level of risk when
shopping online. And higher perceived risk leads to less intention to purchase in the
future. Accordingly, the third hypothesis is the following:
H3: Perceived Risk has a negative influence on Purchase Intention.

The relationship between Intrinsic Motivation and Perceived Risk
Ryan and Deci [20] described intrinsic motivation as engaging in an activity for its
inherent pleasures instead of an outcome. Alternatively, intrinsic motivation can be
expressed in the user's perception of performing an activity for pleasure and
satisfaction, and the internally motivated behavior would be voluntary and engaging
individuals to engage in activities that interest them [4]. It can be concluded that
intrinsic motivation in this context is mainly related to the process of performing the
activity itself.
In some cases, high levels of intrinsic motivation may lead individuals to downplay
or underestimate perceived risks. This can occur because their focus on the enjoyable
aspects of the activity overshadows any concerns about potential negative outcomes.
Thus, the author proposes the fourth hypothesis as follows:
H4: Intrinsic Motivation has a negative influence on Perceived Risk.

The relationship between Intrinsic Motivation and Purchase Intention
Despite the fact that the importance of intrinsic motivation decreases with age,
individuals frequently have intrinsic motivations to engage in particular activities.
Previous research has demonstrated that intrinsic motivation still plays a significant
role in a customer's selection to meet their requirements [28]. The majority of
consumers who are motivated to interact with a product, service, or brand have a
favourable opinion of that product or brand. Consequently, they are more likely to make
a purchase [25]. So here is the final hypothesis:
H5: Intrinsic Motivation has a positive influence on Purchase Intention.

Research Model
From related theories and results of previous studies, the proposed research model is as
follows:

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