The growing prevalence of counterfeit products on e-commerce platforms poses increasing risks to online consumers. This study examines how three types of risk (financial, functional, retailer-related) and consumer trust affect concern over the deal (COD) during the lead time and post-purchase phases, as well as how COD influences repurchase intentions. Data were collected through a web survey of 641 respondents across five English-speaking countries (Australia, Ireland, the United Kingdom, the United States, and New Zealand). Two consumer groups were identified: those who unknowingly received counterfeit items and those who exclusively purchased genuine products. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the results indicate that retailer-related and financial risks significantly increase COD at both transaction phases, while consumer trust significantly mitigates it. Functional risk had a weaker effect. Among consumers who unknowingly received counterfeits, financial risk was especially salient, underscoring the importance of addressing this issue. Across all respondents, post-purchase COD had a significant negative effect on repurchase intentions, highlighting the enduring influence of doubts about product authenticity and retailer integrity. From a managerial perspective, online retailers should prioritize transparent communication, rigorous product verification, and responsive customer service to reduce perceived risks and strengthen consumer confidence. Proactive measures – such as enhanced quality checks, tighter third-party seller regulations, and clearer return policies – can further help preserve trust. By elucidating how risk and trust affect COD across transaction stages, this study provides actionable insights for practitioners and policymakers aiming to safeguard consumers and ensure fair competition in e-commerce.
Nikodemska-Wołowik et al. (Thu,) studied this question.