Mitigating risk in digital marketplace: A case of online consumer in East Coast Malaysia
DOI:
https://doi.org/10.15282/ijim.20.2.2026.12504Keywords:
Perceived risk, Product risk, Financial risk, Delivery risk, Time risk, Information security riskAbstract
The digital marketplace has revolutionised the global marketing landscape, enabling businesses and retailers to expand their reach and engage in transactions with a wider audience. While these platforms offer convenience, variety, and accessibility, they also present certain risks that may influence consumer decision-making. Guided by the Technology Acceptance Model (TAM), this study examines how perceived ease of use and perceived usefulness interact with perceived risks—specifically product, financial, delivery, time, and information security risks—in shaping consumers’ intentions to engage in online shopping. Focusing on the East Coast region of Malaysia, the research employed a structured questionnaire administered to 300 respondents to assess consumer awareness of these risks and their impact on technology acceptance in digital marketplaces. The integration of TAM provides a theoretical lens to understand how risk perception affects behavioural intention and how positive technology perceptions can mitigate such effects. The findings offer valuable insights for e-retailers, marketers, and business owners in formulating effective risk-reduction strategies and enhancing perceived ease of use and usefulness, thereby increasing consumer trust and confidence. By addressing the dual dimensions of technology acceptance and risk perception, this study contributes to a deeper understanding of online consumer behaviour and offers practical guidance for fostering a more robust and sustainable digital marketplace ecosystem.
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