The purpose of this paper is to develop the conceptual model for dimensions of perceived risk on online store image towards purchase intention in online shopping activities among Generation X and Y at Malaysia. This is due to consumers in Malaysia has less intention to shop online due to influencing of perceived risk and online store image which supported by the data that reflected that only 9.3 per cent of Internet users just doing purchasing through the Internet although many heavy Internet users in Malaysia. Therefore, this study proposed perceived risks are developed from eight dimensions which are financial risk, product performance risk, time risk, privacy risk, psychological risk, social risk, after-sale risk and delivery risk. Meanwhile, online store image as a mediating variable due to past studies suggests that online store image can increase consumers’ intention purchase online.

Keywords: Generation X, Generation Y, Online Store Image, Perceived Risks, Purchase Intention

ICoEC Online Proceedings Library