About the Journal
About the Journal
Editorial Board
Scientific Council
Ethical Code
Terms of the journal
GDRP - information on the processing of personal data
Indexing
Licenses & Access
Archive
For Authors
Publishing Policy
Technical instruction for the authors
Ethical Code for authors
Agreement CC BY-SA
Copyright statement
Review procedure
The procedure of reviewing
Ethical Code or Peer Reviewers
Reviewer's form
List of reviewers
Contact
About the Journal
About the Journal
Editorial Board
Scientific Council
Ethical Code
Terms of the journal
GDRP - information on the processing of personal data
Indexing
Licenses & Access
Risk awareness in making consumer online decisions during Covid-19 pandemichttps://www.editorialsystem.com/editor/jms/js/article/176172/#
1
Department of Marketing
Faculty of Management
Lublin University of Technology
Nadbystrzycka St. 38, 20-618 Lublin, Poland
2
Department of Organization of Enterprise, Faculty of Management, Lublin University of Technology, Nadbystrzycka St. 38, 20-618 Lublin, Poland
3
Department of Quantitative Methods in Management, Faculty of Management, Lublin University of Technology, Nadbystrzycka St. 38, 20-618 Lublin, Poland
Submission date: 2023-11-20
Acceptance date: 2023-12-01
Publication date: 2023-12-18
Corresponding author
Agnieszka Barbara Bojanowska
Department of Marketing Faculty of Management Lublin University of Technology Nadbystrzycka St. 38, 20-618 Lublin, Poland
Department of Marketing Faculty of Management Lublin University of Technology Nadbystrzycka St. 38, 20-618 Lublin, Poland
JoMS 2023;54(Numer specjalny 5):43-65
KEYWORDS
TOPICS
ABSTRACT
Objectives:
Every organization operating in the 20s of the 21st century struggles with operating in a turbulent environment. The effects of the Covid-19 pandemic, which are still being felt today, cause some changes in customer behavior. This article focuses on the study of this phenomenon in relation to the risk perceived by customers in making online purchases. The article's purpose is to identify the broad management implications of online shopping risk perceptions among consumers during the Covid-19 pandemic.
Material and methods:
The research conducted concerns customers' purchasing risk perceptions. An analysis is made of the countermeasures respondents use to minimize purchasing risks. The research used a diagnostic survey on a sample of 1,000 consumers.
Results:
The results of the conducted surveys indicate that consumers in general are aware of the risks associated with purchasing various goods via the Internet. In addition, it can be concluded that age is not significant when it comes to the perception of purchasing risks when shopping online, while concerns about buying online are dependent on the respondents' sex. There is also a statistically significant difference between the respondents' sex and sensitivity to purchase risk in various aspects.
Conclusions:
This paper fulfils a gap in knowledge about shopping risk perceptions among consumers during the Covid-19 pandemic.
Every organization operating in the 20s of the 21st century struggles with operating in a turbulent environment. The effects of the Covid-19 pandemic, which are still being felt today, cause some changes in customer behavior. This article focuses on the study of this phenomenon in relation to the risk perceived by customers in making online purchases. The article's purpose is to identify the broad management implications of online shopping risk perceptions among consumers during the Covid-19 pandemic.
Material and methods:
The research conducted concerns customers' purchasing risk perceptions. An analysis is made of the countermeasures respondents use to minimize purchasing risks. The research used a diagnostic survey on a sample of 1,000 consumers.
Results:
The results of the conducted surveys indicate that consumers in general are aware of the risks associated with purchasing various goods via the Internet. In addition, it can be concluded that age is not significant when it comes to the perception of purchasing risks when shopping online, while concerns about buying online are dependent on the respondents' sex. There is also a statistically significant difference between the respondents' sex and sensitivity to purchase risk in various aspects.
Conclusions:
This paper fulfils a gap in knowledge about shopping risk perceptions among consumers during the Covid-19 pandemic.
REFERENCES (36)
1.
Akçay, G. Özdemir, E. (2019). The Effect of Gender Identity on Consumers Impulse Buying Behavior and the Moderating Role of Biological Sex. berj, 10, xx–xx, doi:10.20409/berj.2019.218.
2.
Amirtha, R., Sivakumar, V. J., & Hwang, Y. (2020). Influence of Perceived Risk Dimensions on e-Shopping Behavioural Intention among Women—A Family Life Cycle Stage Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 320–355. https://doi.org/10.3390/jtaer1....
3.
Borg, D., Mont, O., Schoonover, H. (2020). Consumer Acceptance and Value in Use-Oriented Product-Service Systems: Lessons from Swedish Consumer Goods Companies. Sustainability, 12, 8079, doi:10.3390/su12198079.
5.
E-commerce success in 2023 and beyond: Leveraging growth and maximizing returns. Access 14.02.2023 from https://nielseniq.com/global/e....
6.
eCommerce Trends 2023 – Relevance Report 2023. Access 14.02.2023 from https://get.coveo.com/lp/relev....
7.
E-commerce w Polsce. Gemius dla e-Commerce Polska. Access 14.02.2023 from https://www.gemius.pl/wszystki....
8.
Fihartini, Y., Helmi, A., Hassan, M., & Marty Oesman, Y. (2021). Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic. Innovative Marketing, 17(3), 17–29. https://doi.org/10.21511/im.17....
9.
Gąsior, M. (2015). The Perception of the Risk Related to Online Purchasing – the Analysis of Changes between 2013 and 2015. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu, 41, 71–82. https://doi.org/10.18276/pzfm.....
10.
Gurău, C. (2012). A life‐stage analysis of consumer loyalty profile: Comparing Generation X and Millennial consumers. Journal of Consumer Marketing, 29(2), 103–113. https://doi.org/10.1108/073637....
11.
Habib, S., & Hamadneh, N. N. (2021). Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic. Sustainability, 13(18), 10221. https://doi.org/10.3390/su1318....
12.
Kogan, N.; Dorros, K. (1978). Sex Differences in Risk Taking and Its Attribution. Sex Roles 4, doi:10.1007/BF00287336.
13.
Krbová, P., & Pavelek, T. (2015). Generation Y: Online Shopping Behaviour of the Secondary School and University Students. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2), 567–575. https://doi.org/10.11118/actau....
14.
Kulach, K. (2023). How Cultural Differences Impact Customer Experience, Access 24.02.2023 from https://www.cmswire.com/custom....
15.
Kulisz, M., Bojanowska, A., & Toborek, K. (2021). Consumer‘s Behaviour Regarding Cashless Payments during the Covid-19 Pandemic. EUROPEAN RESEARCH STUDIES JOURNAL, XXIV(Special Issue 2), 278–290. https://doi.org/10.35808/ersj/....
16.
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113–121. https://doi.org/10.1016/j.jret....
17.
Li, J., Yao, Y., Xu, Y., Li, J., Wei, L., & Zhu, X. (2019). Consumer’s risk perception on the Belt and Road countries: Evidence from the cross-border e-commerce. Electronic Commerce Research, 19(4), 823–840. https://doi.org/10.1007/s10660....
18.
Li, M., & Choudhury, A. H. (2021). Using website information to reduce postpurchase dissonance: A mediated moderating role of perceived risk. Psychology & Marketing, 38(1), 56–69. https://doi.org/10.1002/mar.21....
19.
Liao, S.-H., Hu, D.-C., Chung, Y.-C., & Huang, A.-P. (2021). Risk and opportunity for online purchase intention – A moderated mediation model investigation. Telematics and Informatics, 62, 101621. https://doi.org/10.1016/j.tele....
20.
Lipowski, M. Risk perception as a determinant of consumer behaviour in distribution channel. Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia 2015, 49, 1.
21.
Littler, D.; Melanthiou, D. (2006). Consumer Perceptions of Risk and Uncertainty and the Implications for Behaviour towards Innovative Retail Services: The Case of Internet Banking. Journal of Retailing and Consumer Services, 13, 431–443, doi:10.1016/j.jretconser.2006.02.006.
22.
Lu, C.Y., Chen, B.T. (2011). The Potential for Active Online Learning in Taiwanese Tourism Degree Programs Based on Online Educational Experiences of Graduate Students. Journal of Teaching in Travel & Touris, 11, 271–288, doi:10.1080/15313220.2011.597635.
23.
Maciejewski, G. (2010). Ryzyko w decyzjach nabywczych konsumentów. Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, Katowice, Polska.
24.
Makhitha, K. M., & Ngobeni, K. (2021). The influence of demographic factors on perceived risks affecting attitude towards online shopping. SA Journal of Information Management, 23(1). https://doi.org/10.4102/sajim.....
25.
Melović, B., Šehović, D., Karadžić, V., Dabić, M., & Ćirović, D. (2021). Determinants of Millennials’ behavior in online shopping – Implications on consumers’ satisfaction and e-business development. Technology in Society, 65, 101561. https://doi.org/10.1016/j.tech....
26.
Mitchell, V. (1998). A role for consumer risk perceptions in grocery retailing. British Food Journal, 100(4), 171–183. https://doi.org/10.1108/000707....
27.
Mitchell, V.-W., & Boustani, P. (2015). The Effects of Demographic Variables on Measuring Perceived Risk. In M. Levy & D. Grewal (Eds.), Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference (pp. 663–669). Springer International Publishing. https://doi.org/10.1007/978-3-....
28.
Mont, O., Plepys, A. (2003). Customer Satisfaction: Review of Literature and Application to the Product-Service Systems. The Society for Non-Traditional Technology, Tokyo, Japan.
30.
Risk-Taking Behavior; Yates, J.F., Ed. (1992). Wiley series, human performance and cognition. Wiley: Chichester, West Sussex, England. New York.
31.
Shukla, M., Jain, V., Misra, R. (2022). Factors Influencing Smartphone Based Online Shopping: An Empirical Study of Young Women Shoppers. APJML 2022, 34, 1060–1077, doi:10.1108/APJML-01-2021-0042.
32.
The economic situation in Poland (2019). Report of Ministry of Entrepreneurship and Technology of Poland, Access 14.02.2023 from https://stat.gov.pl/en/topics/....
33.
Thomas, M. S., Feng, Y. (2021). Consumer risk perception and trusted sources of food safety information during the COVID-19 pandemic. Food Control, 130, 108279. https://doi.org/10.1016/j.food....
34.
Wang, S., Cheah, J.-H., Lim, X.-J., Leong, Y. C., Choo, W. C. (2022). Thanks COVID-19, I’ll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment? Journal of Retailing and Consumer Services, 64, 102843. https://doi.org/10.1016/j.jret....
35.
Wang, X., Ali, F., Tauni, M. Z., Zhang, Q., Ahsan, T. (2022). Effects of hedonic shopping motivations and gender differences on compulsive online buyers. Journal of Marketing Theory and Practice, 30(1), 120–135. https://doi.org/10.1080/106966....
36.
Yadav, M.; Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics 2017, 34 (7), 1294-1307, https://doi.org/10.1016/j.tele....
Share
RELATED ARTICLE
| eISSN: | 2391-789X |
| ISSN: | 1734-2031 |
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
