The influence of customer perceived risk on online purchasing intention, moderating effect of electronic word of mouth: with reference to fast fashion retail industry in Sri Lanka

Consumers' lifestyles and behavioral habits have differed considerably due to the origin of digital marketing platforms, which has a big influence on consumption. More significantly, despite the fact that internet buying has many benefits, some consumers are little more skeptical about it. The literature underscores various constraints impacting consumers' inclination toward online retail fashion consumption, with nations such as Sri Lanka exhibiting a less robust inclination for online transactions or shopping. Furthermore, this study delves into the moderating influence of electronic word of mouth, recognized as a versatile factor within the realm of online purchasing culture. Central to this research are the behavioral shopping intentions of online consumers. The findings reveal that time risk does not wield significant influence on online purchases. In contrast, delivery risk and information security risk emerge as the foremost determinants among the pivotal elements. Additionally, the study identifies electronic word of mouth as a moderator, attenuating the correlation between perceived risk and online purchases. Consequently, by alleviating perceived risks, this research serves as a guide for enlightening all merchants on the art of enticing customers to their online platforms.