Förtroende och risk inför ett online köp : En kvalitativ studie om riskupplevelse

Problem: The risk of online shopping differs from consumer to consumer. Previous scienceshow that consumers experience a higher risk related to online shopping, compared topurchase in traditional stores. The reason behind this is that there is no possibility to physically inspect the product before the purchase is completed, and most people want to try and feel the clothes before they decide to buy it. Also there is no opportunity to create an opinion about the seller, since there is no physical interaction between the customer and the ecommerce, which creates difficulty in assessing whether it is a reliable seller or not. An actionto reduce the consumers perceived risk is by creating a trustworthy impression. Purpose: The purpose of this study is to investigate consumers perceive risks related buy ingclothes online, and if confidence in the e-commerce affects the risk level. Method: The research method for this study was qualitative, with a deductive approach. Data collection was developed through eight semi- structured interviews, in which participant werechosen from a convenience selection from the Stockholm area. Focusing on individuals between the age of 20- 45. Result: The study found that consumers who purchase clothes more often experience a lower risk related to online shopping, compared to those who do it rarely. The two distinct risks that respondents experienced in online shopping were the risk related to the clothes and the financial transaction. Results also showed that trust towards e-commerce has a decisive impact on the degree of risk, and how confident a consumer feels ahead of buying clothes online. It was found that the most effective trust-creating approach was contently information about the clothes, and several payment options. Additionally the results shows that consumers reduce the perceived risk level of online purchase through viral marketing, which is word-of mouth