Advancements in technology allows the integration of smartphone usage and online shopping. Current statistics have shown that there is an increasing number of online consumers. Different consumer age groups shops for different items to satisfy their various needs. Previous studies have shown that these consumers portray utilitarian shopping value and relies on word of mouth in forming purchase intention of a product. Within the online context, consumers also correspond towards utilitarian shopping value and electronic word of mouth to form their online purchase intention. These are further influenced by perceived risk of online purchase, which have been identified as product risk, financial risk and security risk. A framework examining the relationship of utilitarian shopping value and electronic word of mouth on online purchase intention is proposed and the role of perceived risk in influencing them.