Navigating Online Purchase Risk: Consumer Perceptions in the E-Commerce Landscape

Abstract

This qualitative research was conducted to understand how consumers navigate risk, build trust, and deal with post-purchase psychological impacts in the e-commerce environment. The findings show that consumers perceive e-commerce as convenient and beneficial, particularly in terms of time flexibility and diverse product choices. However, consumers are also aware of various risks, including product risk, delivery risk, data security risk, and financial risk. To reduce uncertainty, consumers rely on product reviews, ratings, and sales figures as references in decision-making. They also tend to manage risk by choosing familiar brands or trusted stores and taking proactive steps to minimize potential problems after purchase. These findings provide important insights for e-commerce businesses in improving online transaction practices, reducing uncertainty, and enhancing overall consumer experience. By understanding consumer behavior in dealing with risk and trust, e-commerce platforms can better design safer, more convenient, and more satisfying shopping environments.