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The intention of this Conceptual Research work is to develop a model showing that the connection of the numerous magnitudes of perceived risk and the online purchase intention of consumers. Riding on the Theory of planned behavior (TPB), the model highlights the importance of perceived behavioral control to change the strength of the perceived risk and purchase intent and its association. This model links the purchase intention to actual purchase behavior of consumers and the model has beendoi:10.54063/ojc.2022.v43i03.04 fatcat:d7z4r3uenfdojoh7pxnclpktuq