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Virtual Conference on Melaka International Social Sciences, Science and Technology 2025

ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025

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The Factor of Trust, Privacy and Convenience Risk on Consumer

Online Shopping Behavior

Sakinah Salehudin

Maizatul Saadiah Mohamad

Harniyati Hussain

, Roszi Naszariah Nasni Naseri

Afzan Sahilla Mohd Amir Hamzah

, Halimahton Burhan

, Siti Nurul Aini Mohd Rodzi

, Ratno

Agriyanto

, Nurfatoni

, H. Muhammad Saifullah

, Ali Murtadho

1,2,3.4.5,6

Faculty of Business and Management, UiTM Cawangan Melaka,Malaysia

Faculty of Business and Management, UiTM Cawangan Kedah Darul Aman, Malaysia

8,9,10,11

Faculty of Economy and Islamic Business UIN Walisongo, Indonesia

DOI: https://dx.doi.org/10.47772/IJRISS.2025.923MIC3ST25003

Received: 12 August 2025; Accepted: 20 August 2025; Published: 24 October 2025

ABSTRACT

This study explores the influence of three key factors— trust, privacy concerns, and convenience risk—on

consumer behavior in the context of online shopping. As e-commerce continues to grow rapidly, understanding

these psychological and functional variables is critical for online retailers seeking to enhance customer

satisfaction and encourage repeat purchases. Trust plays a pivotal role in shaping consumer confidence,

especially in the absence of face-to-face interaction. When consumers perceive online vendors as honest,

reliable, and secure, they are more likely to complete transactions. Privacy concerns reflect consumers'

apprehension regarding the collection, use, and potential misuse of their personal data. A lack of transparency

or control over personal information often leads to decreased willingness to engage in online commerce.

Meanwhile, convenience risk refers to the potential inconvenience consumers may face during the shopping

process, such as delayed deliveries, unclear return policies, or difficult website navigation. High levels of

convenience risk can negatively impact user satisfaction and increase cart abandonment rates. This study

emphasizes that addressing these three factors is essential for building consumer trust, enhancing user

experience, and fostering long-term loyalty in online shopping environments. One of the main limitations of

this study is the absence of empirical analysis. As this research is conceptual in nature, it does not include

primary data collection or statistical testing to validate the proposed relationships between trust, privacy

concerns, convenience risk, and consumer online shopping behavior. Therefore, while the framework and

discussions are grounded in recent literature, the findings remain theoretical and would benefit from future

empirical validation.

Keywords: Online Shopping Behavior, Trust, Privacy, Convenience Ris

INTRODUCTION

The recent advancements in technology have made it possible for people to purchase goods and services

through online marketplaces such as Tik Tok Shop, Lazada, and Shopee. These platforms have become

indispensable for consumers to fulfill them needs.

Online shopping, sometimes referred to as e-commerce (Electronic Commerce), is carried out via computers,

smartphones, and other smart devices (Bloomenthal, 2024). Compared to traditional shops or merchants, this

industry is becoming more and more competitive in both the local and worldwide economic markets. The

process of buying and selling goods or services online is commonly referred to as "online shopping" (Reed,

2024). It is the custom of purchasing goods directly from a vendor without the use of a middleman.

Additionally, consumers can purchase a variety of goods and services through online shopping, allowing them

to compare prices with those of other middlemen and select the best deal (Sivanesan, 2017). Before making a

purchase, millennials prefer to examine features, costs, schedules, programs, and product quality online,

MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

Virtual Conference on Melaka International Social Sciences, Science and Technology 2025

ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025

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according to the 2019 Indonesian Millennial Report (idEA, 2019).

Online shoppers' attitudes, preferences, and decision- making processes are all influenced by their behavior

when making purchases. Wenzl (2024) defines online consumer behavior as the method by which customers

decide which items to buy from an online retailer. According to Katerina Kondrenko (2024), this behavior

encompasses a range of psychological processes and behaviors, including how consumers look for products,

peruse online retailers, make decisions, and form purchasing habits. Furthermore, because online buying is

more convenient, based on consumer perception, and tailored to the needs of the user, it is especially

significant for marketing online electronic services when compared to traditional services (Lim et al., 2014).

Understanding and taking into account consumer online shopping behavior is crucial, particularly for online

businesses, since it enables this sector to successfully satisfy customer expectations. Customer trust in online

retailers is one of the main factors that make consumer behavior in online purchasing significant. The basis of

e- commerce is trust. Customers' behavioral attitudes may be influenced by their level of confidence in online

retailers. According to Kartajaya et al. (2021), one factor influencing consumers' attitudes toward online

purchasing is their degree of trust.

Well-known shopping platforms can foster trust, which aids consumers in making judgments about what to

buy, according to earlier studies. Reviews and star ratings on purchasing platforms are two examples of factors

that might boost consumer trust in online products. According to Laparojkit and Suttipun (2022), trust is a

persistent problem in online shopping, as evidenced by the increase in fraud cases through various course

sharing platforms. This shows that trust is a major factor in determining whether an investor will participate in

business or online transactions. Additionally, the growing popularity of consumer trust in suppliers should be

based on their belief that they are trustworthy, capable of taking action, and able to meet customer needs.

However, privacy also had an impact on online shoppers' purchasing decisions. Customers' views and actions

about online purchasing have been greatly influenced by their growing awareness of online data manipulation

and anxiety about the security of their financial and personal information (Abiakwe, 2020 & Bandara et al.,

2020). Protecting consumer privacy is essential to the success of e-commerce (Liu et al. 2004). While a

company's privacy statement may be important for startups and unnamed organizations, customer happiness is

important for well- established businesses (Milne and Culnan, 2004).

Two characteristics of the internet and privacy are the main concerns of individuals, according to studies. The

first is that anyone using the Internet can find private information. The second is what will happen to the private

information they voluntarily gave (Dinev and Hart, 2004). Many consumers lack the knowledge necessary to

make informed judgments, despite the fact that the experience shapes their opinions on privacy. According to

Anton et al. (2007), most customers are not aware of websites' privacy policies. Last but not least, convenience

risk is the belief that internet buying may not be as simple as it seems. For instance, a delayed delivery, trouble

using a platform, or the inconvenience of having to return items to clients. Customers are alert to convenience

hazards when they shop online because of these issues. According to Bhatti et al. (2019), convenience risk is the

chance that products will be delivered to the wrong person or that they will be misplaced or harmed during

transit. Additionally, a number of issues pertaining to convenience risk lessen consumers' propensity for online

shopping. Low literacy rates, language barriers, a lack of technological expertise, adequate products, IT

infrastructure, and a shortage of transaction time are some of these issues (Haider & Nasir, 2016; Nazir et al.,

2012; Tariq, Bashir, & Shad, 2016; Chaudary et al., 2014; Aijaz & Butt, 2009).

PROBLEM STATEMENT

The rapid growth of online shopping has fundamentally altered customer behavior because of how easy and

accessible it is to purchase goods and services. Many consumers are still hesitant to shop online despite its

benefits due to a number of problems. Trust is one issue that comes up. Online shopping differs from

traditional purchasing since it entails risk and imprecise information. Because of these issues, online retailers

need to win over customers' trust and convince them that online purchasing is superior to traditional retail

(Mempengaruhi et al., 2020).

One trust barrier that may deter consumers from making purchases online is a lack of trust. Customers are

MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

Virtual Conference on Melaka International Social Sciences, Science and Technology 2025

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unsure when they shop online since they are unable to fully assess the information they encounter. This

uncertainty falls into two categories: environmental and behavioral. Credit card fraud, privacy violations, and

unauthorized publication of personal information are among the problems associated with environmental

uncertainty brought on by the internet's unpredictability (Fereshte Rasty et al., 2020). Due to the consequent

loss of trust, many customers are reluctant to engage in certain online buying behaviors, such as disclosing

personal information or making purchases online (Fortes & Rita, 2016).

The second problem with internet buying is privacy, as customers worry that their personal data may be abused

or stolen. 2500 American customers were worried about their digital privacy, according to a recent nationwide

poll by Private Internet Access (PIA). Notably, 66% of them said they were anxious about their privacy when

they shopped online (Williams, 2023). In general, people make an effort to safeguard their online privacy,

(Boerman et al., 2018). It is simple to acquire, examine, and merge personal information with information

gathered by other organizations.

This may occur when individuals' personal information is collected without their knowledge or agreement,

potentially leading to privacy infractions and legal issues (Data, 2024). Boerman et al. (2018) claim that people

avoid the internet and give misleading information online mostly due to privacy concerns. Finally, problems

with convenience risk, such complicated return rules, product inconsistencies, and shipment delays, negatively

impact the whole online purchasing experience (Ahmad et al., 2020).

Figure 1 : Total retail e-commerce revenue worldwide 2024

Figure2: The social shoppers privacy concern in2019

The enormous number of options available online may cause decision fatigue and increase the stress of the

transaction due to the convenience risk associated with online purchasing (Decision Fatigue Is Ruining Online

purchasing, but Existing Tech Can Help, 2024). According to Adnan (2014), approximately 43% of purchases

end in failure because the consumer lacks the necessary literacy and understanding to identify the relevant

products or complete the online transaction.

URGENCY TO CONDUCT STUDY

In 2024, the e-commerce revenue in Oceania and Africa was less than 50 billion US dollars, while the e-

commerce revenue in the United States was approximately 500 million US dollars. Asia's leading position is

MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

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mostly due to China, whose revenue in 2024 will surpass 1.4 billion US dollars. For example, worries about

fraud, data security, and logistical inefficiencies are causing online shopping to spread quickly throughout Asia,

which may discourage potential buyers and restrict industry growth.

Growing reliance on online shopping, particularly since the COVID-19 pandemic, has raised significant issues

including privacy, trust, and convenience risk, illustrating how online shopping significantly affects consumer

behavior. This is because, even after the outbreak forced people to shop online, they were likely to keep doing

so because of the advantages it offered, like better information seeking and less transportation costs (Kim RY,

2020). Channel changes and brand loyalty were disrupted to an unprecedented degree by the outbreak.

Significantly, 75% of consumers adopted new purchasing behaviors, many emphasizing convenience and

value. 39% of them, mostly Gen Z and millennials, chose new brands over well-known ones (Emerging

Consumer Trends in a Post-COVID- 19 World, 2021).

Figure 1 show that highlighted Asia as the largest contributor to global e- commerce revenue, emphasizing the

regions dominant role in the online shopping market. In 2024, the combined revenue from internet retail in

Asian nations was close to two trillion dollars. Based on figure 2 show, despite the fact that more consumers

make purchasing online, internet users characterize the activity as overwhelming, challenging, and frustrating.

In general, consumers are worried about data security as well as privacy. The results showed that 66% of social

shoppers are concerned about how businesses utilize their personal information more than the overall internet

user rate of 63%. In a similar vein, 60% of internet users and 62% of social shoppers express concern about

privacy degradation. Online anonymity is preferred by 53% of social shoppers, which is little less than the 54%

of users in general. These results demonstrate the pressing need for a thorough investigation to tackle the

escalating privacy and data security issues, guaranteeing that e- commerce platforms can restore customer

confidence and improve the online purchasing experience for customers (Social Shoppers Privacy Concerns,

2019).

RESEARCH OBJECTIVES

Research Objective 1:

To determine the relationship between Trust on Consumer Online Shopping Behavior.

Research Objective 2:

To determine the relationship between Privacy on Consumer Online Shopping Behavior

Research Objective 3:

To determine the relationship between Convenience Risk on Consumer Online Shopping Behavior

RESEARCH QUESTIONS

Research Question 1:

Is there any significant relationship between Trust on Consumer Online Shopping Behavior?

Research Question 2:

Is there any significant relationship between Privacy on Consumer Online Shopping Behavior?

Research Question 3:

Is there any significant relationship between Convenience Risk on Consumer Online Shopping Behavior?

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LITERATURE REVIEW

Overview of The Factor of Trust, Product Variety, And Convenience Risk on Consumer Online

Shopping Behavior

Online shopping, also referred to as e-commerce, is a separate type of electronic commerce that links

customers and sellers from anywhere in the world via a web browser (Laliberte, 2023). Long before the Internet

was invented, online buying started in the 1970s. This was made possible by technology such as Electronic

Data Interchange (EDI), which enabled the first online transactions by enabling businesses to electronically

communicate sales and information such as purchase orders or invoices. When the first online store and the

World Wide Web were introduced in 1994, Web, e- commerce started to gain development. The large

platforms including Amazon (1995) and eBay (1995) have emerged, contributing to the rapid expansion of e-

commerce since 1994. By eliminating the need to visit physical businesses, these platforms transformed the

retail sector by introducing the concepts of online buying and selling (Dujardin, 2024).

Researchers began studying online purchasing as it became more popular. Selling products or services is only

one aspect of electronic e-commerce; additional goals include retaining customers, building relationships with

other businesses, and conducting business with them (Tian and Stewart, 2007). Customer behavior is

influenced by a number of elements, such as privacy, trust, and convenience risk. Consumer loyalty and online

buying behavior are significantly influenced by trust, and security and trust are related, according to Gommans

et al. (2001). The customer cannot look directly into the salesperson's eyes or view the merchandise in person

when placing an order. Therefore, it is essential for firms to establish trust with their consumers in order to

avoid uncertainty.

Moreover, online shopping might give you more privacy than in-store shopping. People are less likely to see

what you buy and spent.

Yet, the overall privacy risks are much higher online, (Hilst, 2016). Principally, consumers have the right and

authority over their personal information. According to Soffer & Cohen. (2015), mentioned privacy is about

the right to know who collects their personal information, why the information is being collected, and how it

will be used. The majority of research participants indicated that they valued privacy, with particular concerns

over the disclosure of different aspects of personal information.

A wide range of products and different online vendors also present a convenience risk. Liu, Gardner, Shannon,

and Forsythe (2006). When consumers are unable to recognize the perfect products, they may become very

anxious. Customers' perceptions that ordering will be challenging, that they won't be able to cancel once they've

made their purchase, or that there will be delays in product delivery or returns are all associated with

convenience risk (Forsythe, Liu, Shannon, & Gardner, 2006). According to Adnan (2014), 43% of purchases

fail because the buyer is unable to identify the relevant items or has trouble completing the online transaction.

Trust in E-Commerce

Quintus et al. (2024) examined advanced (Austria) and emerging (Moldova) markets and discovered that trust

is strongly influenced by website quality, perceived security, and firm reputation. This, in turn, greatly

increases purchase intention while lowering perceived risk. Lăzăroiu et al. (2020) demonstrated that trust is a

crucial component in online buying decisions by confirming that it positively modulates the detrimental effect

of perceived risk on purchase intention in social media commerce finalizing an online purchase (Adnan, 2014).

Privacy Concerns

Using automated analysis, Vlachogiannakis et al. (2025) found that about 30% of well-known online retailers

give up personal information to Facebook and other third parties, thus raising worries about consumer privacy.

Zhang & Yu (2020) demonstrated in Chinese samples that cross-platform purchase behavior is adversely

affected by perceived risk, particularly with regard to service and product security. These worries are lessened

by trust. Furthermore, Jiang et al. (2024) discovered that while risk tolerance and privacy experience moderate

MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

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perceived privacy control, trust mediates this relationship and does not necessarily lower privacy worries.

Convenience Risk (Perceived Risk of Convenience) Chiu et al. (2021) demonstrate that perceived

convenience, combined with usability and low waiting times, increase repeat purchase intention. Similarly,

Yang & Forney (2023) found that complex navigation and delayed delivery elevates convenience risk, which

leads to cart abandonment and lower satisfaction— especially in mobile commerce contexts. Interaction of

Trust, Privacy, and Convenience Risk Pakistani study by Riaz et al. (2024) revealed that financial, time, and

psychological risks negatively affect trust, which in turn influences online purchase

Figure 3: Proposed Theoretical Framework

Thus, from the above- mentioned relationship, the hypothesis for this study can be derived as follows:

H1: There will be a significant and positive relationship between trust and consumer online shopping behavior.

H2: There will be a major and affirmative relationship between privacy and consumer online shopping

behavior.

H3: There will be a significant and positive relationship between convenience risk and consumer online

shopping behavior.

Practical Strategies for Mitigating Online Retail Risks

Online retailers face persistent challenges in fostering consumer trust, particularly in environments

characterized by perceived convenience and privacy risks. Several actionable strategies can address these

concerns effectively. First, retailers should simplify and clarify privacy policies by replacing dense legal jargon

with accessible, consumer-friendly language. Clear explanations of what data are collected, why they are

necessary, and how they benefit the user can improve trust and reduce hesitation to transact (TechRadarPro,

2025). Complementing this effort, organizations should adopt data minimization principles, collecting only the

information essential to improving the consumer experience, which simultaneously reduces security

vulnerabilities and regulatory exposure (TechRadarPro, 2025).

Second, empowering consumers through granular data control mechanisms is vital. Privacy preference centers

that allow users to view, modify, or delete personal data—combined with transparent explanations of how each

choice affects service functionality—reinforce perceptions of autonomy and ethical data stewardship

(TechRadarPro, 2025). In parallel, visible security and trust assurances should be leveraged. Prominently

displaying recognized third-party trust certifications, such as SSL, Norton Secured, or McAfee badges,

provides a tangible signal of transactional safety (CommerceGurus, 2022). Empirical evidence suggests that

more than 60% of consumers hesitate to purchase when recognizable trust marks are absent, underscoring their

commercial importance (Drip/Actual Insights, 2022).

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Moreover, the strategic placement of trust seals— particularly on high-conversion pages such as checkout

interfaces—can optimize their persuasive impact. Ideally, these seals should be interactive, linking to

explanatory content that verifies their authenticity, while avoiding visual clutter that may produce cognitive

overload (Abmatic.ai, n.d.). Beyond user-facing interventions, retailers must ensure the integrity of back- end

processes. Regular privacy audits, continuous third- party vendor monitoring, and structured

onboarding/offboarding procedures provide ongoing assurance that data practices remain compliant and secure

(Corporate Compliance Insights, 2023; One Trust/Cyber Risk Alliance, 2025).

Finally, investment in privacy-enhancing technologies (PETs) can sustain innovation while preserving trust.

Techniques such as encryption, consent management platforms, and differential privacy mechanisms allow

personalization without compromising confidentiality (Wikipedia, 2025). Transparent communication

regarding the use of first-party data for customized experiences, such as Instacart’s anonymized and opt-in

personalization model, demonstrates how operational transparency can both comply with evolving regulations

and enhance perceived value (Deloitte & The Wall Street Journal, 2024). Collectively, these measures

represent a holistic framework for mitigating perceived convenience and privacy risks in e-commerce

environments, strengthening both transactional efficiency and long-term relational capital.

CONCLUSIONS

In the evolving landscape of e-commerce, consumer behavior is significantly influenced by three pivotal factors:

trust, privacy concerns, and perceived convenience risk. Trust: Trust serves as the cornerstone of online

shopping behavior. It encompasses consumers' confidence in the reliability and integrity of online retailers. A

trustworthy platform can alleviate apprehensions related to product quality, transaction security, and service

delivery.

Customer may refrain from online due to concerns about the gathering, storing, and possible misuse of personal

and financial data. Skepticism endures despite the adoption of security safeguards and privacy regulations,

underscoring the need for stronger and more open data protection procedures. Perceived Convenience Risk:

This refers to the possible challenges that customers may

In summary, while trust can enhance consumer engagement in online shopping, privacy concerns and

perceived convenience risks pose significant barriers. Addressing these challenges through improved

transparency, user-friendly interfaces, and robust security measures is essential for fostering a more conducive

online shopping environment.

To foster positive online shopping behavior without new empirical studies, online retailers should: Cultivate

trust through secure infrastructure, transparent policies, and reliability. Actively mitigate privacy risk by

providing clear data practices, visible third-party certifications, and user control. Reduce convenience risk via

intuitive design, seamless logistics, and easy return processes. By addressing these three in concert, retailers

can create a more compelling, reassuring, and frictionless shopping environment even in the absence of brand-

new empirical validation. Encounter when they shop online, like difficult navigation, postponed delivery, or

onerous return procedures. The online purchasing experience may suffer as a result of such annoyances,

prompting customers to switch to more conventional means or look for other platforms that provide more

efficient services.

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ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025

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