MENAVIGASI RISIKO PEMBELIAN ONLINE: PERSEPSI KONSUMEN DALAM LANSKAP E-COMMERCE
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Oktaga, Andreas Tigor
Subject
H Social Sciences (General)
Datestamp
2023-09-12 08:40:06
Abstract :
E-commerce has changed the way consumers shop with convenience and access to a wide range of products. Previous research shows that activities in the e-commerce landscape provide uncertainty in the value of risks and the value of benefits. Some consumers tend to ignore risks if the benefits are greater. Therefore, it is necessary to navigate uncertainty as an attempt to minimize risk or take risks due to the urgency of need in situations involving a single entity such as a specific brand or trust in the seller or product function. Qualitative research was conducted to understand how consumers specifically navigate risk, build trust, and deal with post-purchase psychological impacts in the e-commerce landscape. The research revealed that consumers perceive e-commerce as providing convenience and benefits in shopping, including time flexibility and diverse product choices. However, consumers are also aware of risks, such as product, delivery, data security and financial risks. Consumers exercise judgment by relying on product reviews, review ratings, and sales numbers to reduce risk or take risks. They manage risk by choosing familiar brands or stores and take active steps to deal with risks that may arise. The findings from this research provide valuable insights for e-commerce businesses with the aim of improving online transaction practices, minimizing risk uncertainty, and ultimately creating a more positive shopping experience for consumers. By understanding how consumers respond to risk and build trust, e-commerce businesses can better direct their efforts in creating a safer, more convenient and satisfying shopping environment.
E-commerce has changed the way consumers shop with convenience and access to a wide range of products. Previous research shows that activities in the e-commerce landscape provide uncertainty in the value of risks and the value of benefits. Some consumers tend to ignore risks if the benefits are greater. Therefore, it is necessary to navigate uncertainty as an attempt to minimize risk or take risks due to the urgency of need in situations involving a single entity such as a specific brand or trust in the seller or product function. Qualitative research was conducted to understand how consumers specifically navigate risk, build trust, and deal with post-purchase psychological impacts in the e-commerce landscape. The research revealed that consumers perceive e-commerce as providing convenience and benefits in shopping, including time flexibility and diverse product choices. However, consumers are also aware of risks, such as product, delivery, data security and financial risks. Consumers exercise judgment by relying on product reviews, review ratings, and sales numbers to reduce risk or take risks. They manage risk by choosing familiar brands or stores and take active steps to deal with risks that may arise. The findings from this research provide valuable insights for e-commerce businesses with the aim of improving online transaction practices, minimizing risk uncertainty, and ultimately creating a more positive shopping experience for consumers. By understanding how consumers respond to risk and build trust, e-commerce businesses can better direct their efforts in creating a safer, more convenient and satisfying shopping environment.
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