Page 256 - 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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5 Discussion

According to the study's findings, two key elements positively influence customers'
purchase intention when utilizing telecommunicating network services: brand
awareness (=0.200) and intrinsic motivation (=0.249). The findings of Lu et al. [12],
Das [7], Syed, Shah, and Ahmad, F. S. [25] are equivalent to these results. According
to the regression results, the value -0.376 indicated that the perceived risk has a
detrimental effect on the intention to use. Customers would rather not take any chances
while shopping online whenever it is possible. There is not much of an impact on the
consumer's intention to utilize the service when the perceived risk is lower than
the consumer's permitted value. On the other hand, consumers who have a high sense
of risk are more likely to put off or completely forego the adoption of a brand's
telecommunication services. The research of Ahn and Associates [11] also showed that
the level of risk linked with the product or service affects the level of intent to buy.
The investigation that was conducted by Bui Thanh Trang [26] has generated similar
conclusions.
In addition, the perceived risk may act as a moderator in the relationship between
brand awareness and intrinsic motivation as well as intent to make a purchase, and the
following four elements have an impact on the perceived level of risk: Financial risk,
time risk, product risk, and privacy risk. Time risk is the most substantial explanation
third is the

research conducted by Nguyen Xuan Hiep and Minh Dat [30] also demonstrated that
individuals' online purchase decisions are influenced by four perceived risk factors:
time risk, product risk, privacy risk, and financial risk.
Furthermore, the author offered an exhaustive research approach to elucidate the
impact of perceived risk and its function in brand awareness, intrinsic motivation, and
purchase intention in the Vietnamese telecom industry. In addition, this study provided
fresh information contributing to understanding consumer behavior theories. It sheds
light on the connection between consumers' perceptions of risk, brand awareness, and
the underlying motivations that drive them. Telecommunication companies can better
meet the expectations of their customers if they reduce the risk they are perceived to be
taking and apply resource-appropriate business strategies.

6 Conclusion

6.1 Conclusion and Implication

Having determined the relationship between perceived risk and its role in brand
awareness, intrinsic motivation, and purchase intention from research results, the study
proposes the following management implications to telecommunication companies in
enhancing purchase intention and minimizing perceived risk:
Firstly, increase brand awareness. This is the most influential factor on customers'
in-tent to utilize network services. Consumers will tend to form consumption intentions

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