Page 257 - 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 241

for products from well-known brands that are packed with information. Consequently,
businesses should focus on the service quality of network products and address any
deficiencies based on consumer feedback.
Secondly, reduce perceived risk. To increase users' trust in the brand, businesses
must convince customers that the degree of risk associated with utilising their services
is low; subsequently, the intention to use and return will increase. Consequently,
telecommunications companies should implement the following suggestions:
- Minimizing product perceived risk by continuously enhancing service quality to
ensure comprehensive services, such as advertising and training a professional
customer care team to serve 24 hours a day, seven days a week in order to respond
quickly.
- Minimizing perceived financial risk by partnering with professional and reputable
e-wallets; with commercial banks to develop payment guarantee programs for
customers when confronting risks; while ensuring a fast, and accurate payment mode.
- Minimizing the time risk by minimising superfluous registration steps and
customer information authentication in order to expedite service registration for users,
as many dread going to transaction points to register for a new package.
- Minimizing information security risks by implementing commitments to protect
customers' personal information; enhancing the use capacity of employees, and
sanctioning the enterprise's compensation liability to fulfill this commitment and
protect the users' interests.
Lastly, boost intrinsic motivation. It has a higher value than goal motivation because
it originates from the individual, giving them more effort in decisions. Therefore,
businesses must conduct a psychological evaluation of the service's benefits to ensure
that customers view the product experience as completely worthwhile.

6.2 Limitations and Further Research

This study makes specific contributions and assists service providers in comprehending
the factors that influence the perceived risk and purchase intent of customers.
Nonetheless, this research has limitations:
Firstly, there are many factors that influence the purchase intention of consumers. In
this study, only three factors were limited: perceived risk, brand awareness, and
intrinsic motivation. Therefore, further studies may add other variables.
Secondly, the research method used in this topic is the random sampling method, the
number of samples is insignificant, and the distribution is unequal among the groups.
If more samples can be taken and probability sampling is combined with proportional
sampling, the research results will be more reflective. This is also a direction for further
research.
Lastly, analytical methods only focus on analyzing the mediating role of a perceived
risk. Future studies may investigate other roles of that variable, such as a dependent or
a regulatory role.

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