Page 255 - 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 239

Figure 2. Model Testing Results

Research model testing showed that brand awareness and intrinsic motivation influ-
ence perceived risk via regression coefficients of 0.409 and -0.450, respectively. There-
fore, intrinsic motivation has a negative impact on perceived risk. In addition, perceived
risk influences purchase Intention negatively, as indicated by the regression coefficient
of -0.376. In which, variables including financial risk, product risk, time risk, and pri-
vacy risk, explain the second-order structure of perceived risk. With a coefficient
weight of 0.178, time risk is the strongest explanation for perceived risk, followed by
product risk with a coefficient weight of 0.171, privacy risk with a co-efficient weight
of 0.147, and financial risk with a coefficient weight of 0.135. In addition, the results
of SEM demonstrated that purchase intention is influenced by three variables: Per-
ceived Risk, Brand Awareness, and Intrinsic Motivation.

Table 3. Results of analysis of hypothetical relationships

Hypothesis Relationship r P values Result
H1 BA PI 0.200 0.000 Accepted
H2 BA PR 0.409 0.000 Accepted
H3 PR PI -0.376 0.000 Accepted
H3a PR FR 0.135 0.000 Accepted
H3b PI PR 0.171 0.000 Accepted
H3c PR TR 0.178 0.000 Accepted
H3d PR PVR 0.147 0.000 Accepted
H4 IM PR -0.450 0.000 Accepted
H5 IM PI 0.249 0.000 Accepted

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