Perceived Purchase Risk

Perceived purchase risk is present when people fear and are concerned about wasting or losing money when purchasing or using products or services online. This risk includes making transaction mistakes, not receiving goods, and processing errors. Many older adults are concerned about using online banking and making errors which could result in them losing money. Others are worried about not understanding products, services or payment methods when attempting to purchase items.

For Timothy, these perceptions of risk manifest in the following ways:

 
 
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“I worry my transactions and payments will be processed incorrectly.”

Example 1

Purchase risks may manifest as a fear of the transaction or payment not being processed correctly. For instance, Timothy likes to book overseas trips online, but he only does so through a local travel agent. He does not trust sending funds out of the country as there are too many things that can go wrong in the process.

 
“I worry the goods I purchased online will not show up.”
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Example 2

Purchase risks may also manifest as a fear of not receiving the goods ordered in an online store. For example, Timothy is a relatively frequent online shopper, but he prefers to shop from trusted stores in Australia. In the past, he has ‘learned his lesson’ by ordering products from overseas that did not show up.

 

Can you relate to those example above?  Go to strategies to learn about how Timothy can address these issues.