Risk awareness in making consumer online decisions during Covid-19 pandemichttps://www.editorialsystem.com/editor/jms/js/article/176172/#

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.

Keywords

• risk
• consumer decisions
• consumer behavior
• covid-19 pandemic
• marketing