CONSUMER AWARENESS OF PRODUCT, FINANCIAL, AND PRIVACY RISKS IN ONLINE SHOPPING AMONG EMPLOYEES OF TENAGA NASIONAL BERHAD (TNB) BERTAM

Noor Fariza Mohd Hasini, Siti Nabilah Zulkifli, Roslinawati Ibrahim, Nurul Aini Md Rais, Nurul Afiqah Abd Rahman, Suhailah Ibrahim

Abstract


This study examines the relationship between online purchasing risk dimensions and consumer awareness among employees of Tenaga Nasional Berhad (TNB) in Bertam, Kepala Batas, Penang. The study focuses on three main types of risks: product risk, financial risk, and privacy risk. A total of 63 respondents participated in the study, with data collected through a questionnaire as the primary research instrument. The data were analyzed using the Statistical Package for Social Sciences (SPSS) version 27.0, employing descriptive analysis, Pearson correlation, and mean score analysis. The findings reveal that product risk and financial risk do not have a significant relationship with consumer awareness, whereas privacy risk shows a significant positive relationship with consumer awareness of online purchasing risks. This study highlights the importance of consumer awareness, particularly in relation to data security and personal information protection, within the rapidly expanding e-commerce environment.

 

Keywords: Consumer awareness, Product risk, Financial risk, Privacy risk, Online purchasing


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0), permitting copy and redistribute the material in any medium or format.