Understanding How Perceived Risk and Enjoyment Affect Purchase Intention: The Mediating Role of Trust in Online Shopping

This study investigates how perceived enjoyment and perceived risk shape consumers’ purchase intention, with trust serving as a mediating mechanism. We propose that enjoyable shopping experiences foster favorable attitudes that lead to intention to buy, while perceived risk undermines this pathway by heightening uncertainty. Trust is positioned as the psychological bridge that converts positive experiences into commitment and cushions the adverse effects of risk. Using a survey-based design that covered active digital platform users in Indonesia particularly individuals with prior exposure to e-commerce interactions we examined the direct and mediating relationships among the study variables. Measurement quality is assessed via reliability and validity checks, and common bias controls are applied to strengthen inference. The analysis indicates that perceived enjoyment has a positive and significant association with purchase intention, perceived risk has a negative and significant association, and trust partially mediates both relationships. The mediating role of trust is stronger in the enjoyment pathway than in the risk pathway, suggesting that cultivating credible, transparent interactions amplifies the motivational impact of enjoyable experiences. These findings extend theoretical accounts of technology-enabled consumption and offer practical guidance: enhance hedonic value through engaging interfaces and content, reduce risk via clear policies and safeguards, and build trust consistently to translate favorable perceptions into actual purchase intention.