The study analyzes the e-commerce buying intention based on risk awareness with its impact on perceived usefulness as a mediator and brand perception as a moderator. With the heightened amount of online shopping, when there are data security, fraud, and product quality concerns, it affects consumer decision-making. Through using SPSS 25 and SmartPLS 4.0, a quantitative analysis was made on 258 survey responses, and it concludes that risk awareness adversely affects the intention to buy a product or service online. Nevertheless, the impact of perceived usefulness lessens by building trust in the online marketplace. In addition, a strong brand perception decreases the uncertainty, increasing the likelihood of purchase. These results are compatible with the Technology Acceptance Model (TAM) as well as consumer decision-making theories, with implications for improving perceived usefulness through user-friendly solutions and improving trust based on brand credibility. Since the report was created using self-reported data, response biases may have been introduced. Future studies should employ longitudinal studies, including psychological elements, and look into cross-cultural differences to assess behavioral changes over time.
Uddin et al. (Wed,) studied this question.