The Effect of Consumer Innovativeness, Perceived Benefits, Perceived Risk, and Brand Image in the Decision to Buy Online

  • Jame Bryan L. Batara University of San Carlos
  • Joanna Paula R. Mariblanca University of San Carlos
  • Karlo Mar D. Kinaadman University of San Carlos
  • Jandall Airon B. Go University of San Carlos
Keywords: online shopping, consumer innovativeness, perceived benefit, perceived risk, brand image


With the advancing technology, online shopping is pacing fast. This calls for looking into factors that influence a consumer’s decision to buy online. With this, the present study investigated four variables namely consumer innovativeness, perceived benefit, perceived risk, and brand image and its impact toward consumer’s decision to buy online. To address this aim, four hundred eighty (480) participants were recruited online and randomly assigned into one of the sixteen treatment conditions with the presence and/or absence of the four variables being investigated. Results of two-way analysis of variance showed that, in an online selling platform, the presence of consumer innovativeness and perceived benefit, the presence of perceived benefit and perceived risk, and brand image had significant influence in one’s decision to buy online. Findings provide implications towards improving an online website’s shopping platform which may motivate the consumer to buy.

Author Biography

Jame Bryan L. Batara, University of San Carlos

I am a faculty member and the research coordinator of the Department of Psychology, University of San Carlos, Cebu City, Philippines. I am also a faculty member and the research committee head of the Department of General Education and Mission of the same institution. At the university level, I am one of the representatives for School of Arts and Sciences Research Council and a member of the University Research Ethics Committee. As a licensed psychometrician, I am a member and a regular research presentor of the Psychological Association of the Philippines. I obtained my bachelor and masters degree in Social Psychology at University of San Carlos and earned units in PhD in Social Psychology at University of the Philippines – Diliman.

Outside of my university functions, I am also invited as a reviewer of journals recognized by the Philippines’ Commission on Higher Education namely University of the Visayas Journal and Philippine Journal of Psychology, and international peer-reviewed journals such as International Journal of Research Studies in Psychology, and Interpersona: An International Journal of Personal Relationships. I conduct group dynamics activities to school-based organizations and provide assistance to medical and social science researchers in their research data analyses.


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50,179 – 211.

Amin, S., &Mahasan, S. S. (2014). Relationship between consumers’ perceived risks and consumer trust: A study of Sainsbury store. Middle-East Journal of Scientific Research, 19(5), 647 – 655.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 318 – 339.

Delong, M., Bao, M., Wu, J., Chao, H., & Li, M. (2004). Perception of US branded apparel in Shanghai. Journal of Fashion Marketing and Management: An International Journal, 8(2), 141 – 153.

Fianto, A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun. (2014). The influence of brand image on purchase behavior through brand trust. Business Management and Strategy, 5(2), 58 – 76.

Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.

Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing,20(2), 55 – 75.

Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Business Research, 56(11), 867 – 875.

Garrett, G., & Parrott, G. (2005). E-business: Understanding key trends and applying best practices. Contract Management, 45(7), 34 – 42.

Hsu, S. H., & Bayarsaikhan, B. E. (2012). Factors influencing online shopping attitude and intention of Mongolian consumers. The Journal of International Management Studies, 7(2), 167 – 176.

Lepkowska-White, E. (2004). Online store perceptions: How to turn browsers into buyers? Journal of Marketing Theory and Practice, 12(3), 36-47.

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmed, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117 – 122.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.

Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229 – 242.

Mitchell, V. W. (1998). A role for consumer risk perceptions in grocery retailing. British Food Journal, 100(4), 171 – 183.

Oishi, H. (2007). Selective attention in information processing: A review of brain science in SLA. Review of Economics and Information Studies, 8(1), 183 – 195.

Ou, W. M., Shih, C. M., Chen, C. Y., & Wang, K. C. (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study. Chinese Management Studies, 5(2), 194 – 206.

Ringold, D. J. (2002). Boomerang effects in response to public health interventions: Some unintended consequences in the alcoholic beverage market. Journal of Consumer Policy, 25(1), 27 – 63.

Santana, S., & Loureiro, S. (2010). Assessing benefits and risks of online shopping in Spain and Scotland. Portuguese Journal of Management Studies, 15(2), 161 – 172.

Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42 – 53.

Sproles, E. K., & Sproles, G. B. (1990). Consumer decision‐making styles as a function of individual learning styles. Journal of Consumer Affairs, 24(1), 134 – 147.

Stafford, T. F., Turan, A., & Raisinghani, M. S. (2004). International and cross-cultural influences on online shopping behavior. Journal of Global Information Technology Management, 7(2), 70 – 87.

Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in Internet shopping. Journal of Consumer Marketing, 16(2), 163 – 180.

Wang, C. L., Ye, L. R., Zhang, Y., & Nguyen, D. D. (2005). Subscription to fee-based online services: What makes consumer pay for online content? Journal of Electronic Commerce Research, 6(4), 301 – 311.

Wolfinbarger, M., & Gilly, M. (2001). Shopping online for freedom, control and fun. California Management Review, 43(2), 34 – 55.

Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3, 58 – 62.
How to Cite
BataraJ. B., MariblancaJ. P., KinaadmanK. M., & GoJ. A. (2018). The Effect of Consumer Innovativeness, Perceived Benefits, Perceived Risk, and Brand Image in the Decision to Buy Online. Recoletos Multidisciplinary Research Journal, 6(1).