THE E-COMMERCE AND ONLINE MARKETING ERA: INTERNET SHOPPING RISKS

Abstract

This study examined the effect of various risks on customer attitude, namely financial risks and return policy risks. Additionally, the effect of social media advertising on customer attitude was evaluated. This study examined these elements through a novel lens. A questionnaire was devised to collect data from hotel clients in Malaysia to do this. The questionnaire was developed for this purpose utilising questionnaires derived from previous investigations. Considering the study's nature, the research design was cross-sectional and the approach was quantitative. The data were sent individually to respondents via convenience sampling. The study's usable response rate was 66.9 percent. Smart Pls 3 was used to analyse the gathered data. The study's findings established a direct positive correlation between consumer attitude and loyalty. The studies indicated that financial risks, return policies, and social media advertising greatly impact customer sentiment. Additionally, the present study confirms the mediation impact of consumer attitude. This study attempts to address the theoretical gaps raised in the paper. The study's findings aid in developing new techniques.