Original scientific paper
https://doi.org/10.30924/mjcmi.31.si.2
Trust, risk, dissonance, and purchase intentions in e-commerce: retailer-related issues in the eyes of consumers
Anna Maria Nikodemska-Wołowik
; University of Gdansk, Faculty of Economics
Magdalena Jażdżewska-Gutta
orcid.org/0000-0001-5693-8362
; University of Gdansk, Faculty of Economics
*
* Corresponding author.
Abstract
The growing prevalence of counterfeit products on e-commerce platforms poses increasing risks to online
consumers. This study examines how three types of risk (financial, functional, retailer-related) and consumer
trust affect concern over the deal (COD) during the lead time and post-purchase phases, as well as how COD
influences repurchase intentions. Data were collected through a web survey of 641 respondents across five
English-speaking countries (Australia, Ireland, the United Kingdom, the United States, and New Zealand). Two
consumer groups were identified: those who unknowingly received counterfeit items and those who exclusively
purchased genuine products.
Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the results indicate that retailer-related
and financial risks significantly increase COD at both transaction phases, while consumer trust significantly
mitigates it. Functional risk had a weaker effect. Among consumers who unknowingly received counterfeits,
financial risk was especially salient, underscoring the importance of addressing this issue. Across all
respondents, post-purchase COD had a significant negative effect on repurchase intentions, highlighting the
enduring influence of doubts about product authenticity and retailer integrity.
From a managerial perspective, online retailers should prioritize transparent communication, rigorous product
verification, and responsive customer service to reduce perceived risks and strengthen consumer confidence.
Proactive measures – such as enhanced quality checks, tighter third-party seller regulations, and clearer return
policies – can further help preserve trust. By elucidating how risk and trust affect COD across transaction stages,
this study provides actionable insights for practitioners and policymakers aiming to safeguard consumers and
ensure fair competition in e-commerce.
Keywords
e-commerce; consumer trust; risk perception; cognitive dissonance; purchase intention
Hrčak ID:
346510
URI
Publication date:
1.3.2026.
Visits: 182 *