Value and Risk Evaluation in E-commerce Purchase Decisions: The Role of Perceived Price Fairness and Perceived Risk
DOI:
https://doi.org/10.59890/ijmbi.v4i3.7Keywords:
Perceived Price Fairness, Perceived Risk, Purchase Decision, E-commerce, Consumer BehaviorAbstract
This study examines the effects of perceived price fairness and perceived risk on purchase decisions in the e-commerce context. The study addresses inconsistencies in previous findings by positioning perceived price fairness as a value-based evaluation and perceived risk as a risk-based evaluation in digital consumer decision-making. A quantitative cross-sectional survey design was employed using purposive sampling involving 150 e-commerce consumers with prior online purchasing experience. Data were collected through structured online questionnaires and analyzed using multiple linear regression. The results indicate that perceived price fairness has a positive and significant effect on purchase decision, while perceived risk has a negative and significant effect on purchase decision. The regression model also demonstrated strong explanatory power in explaining consumer purchase decisions in digital marketplaces. These findings confirm that online purchase decisions are influenced not only by consumers’ evaluation of transaction value but also by perceived uncertainty and potential transaction risks. Theoretically, this study contributes to consumer behavior literature by providing a clearer distinction between value-based evaluation and risk-based evaluation as two independent dimensions influencing digital purchase decisions. Practically, the findings suggest that e-commerce platforms and online sellers should strengthen pricing transparency, information credibility, and transaction security to improve consumer trust and encourage online purchasing behavior.
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