A STUDY ON THE PERCEPTION OF ONLINE CONSUMERS REGARDING RISK AND SATISFACTION

The rapid development of e-commerce has significantly changed consumer purchasing behaviour. Online shopping provides consumers with convenience, time savings, product variety and easy access to information. However, online transactions also involve uncertainty and various forms of perceived risk, including financial risk, privacy risk, security risk, product-performance risk and delivery risk. These risks may influence consumers' confidence, purchase decisions and satisfaction with online shopping. The present study aims to examine the perception of online consumers regarding the risks associated with online shopping and to examine the relationship between perceived risk and consumer satisfaction. The study is based entirely on secondary data obtained from published research papers, academic journals, systematic reviews and other credible academic sources. Previous studies indicate that perceived risk is an important factor in online consumer behaviour and that reducing perceived risk can strengthen consumer confidence and improve the online shopping experience (Phamthi, Nagy, & Ngo, 2024; Handoyo, 2024). The study concludes that online retailers can improve consumer satisfaction by reducing perceived risk through secure payment systems, accurate product information, reliable delivery, transparent policies and effective return and refund procedures.