Shop at your own risk? Consumer activities in fashion e‐commerce

Abstract An important aspect of fashion e‐commerce is the emergence of new types of consumer behaviours that occur online. These behaviours are diverse and include searching for, comparing, ordering and returning fashion items. They are driven by various motivations, characterised by different types of perceived risks and objectives, and carried out through different consumer activities. Thus, the purpose of this study is to identify and analyse consumer activities with an objective of managing the risk associated with fashion e‐commerce. This qualitative study identifies and discusses 12 risk management activities that consumers employ in fashion e‐commerce. These activities involve consumers searching for information and codes, making comparisons, adjusting their orders and delaying purchases. The activities vary in terms of their direction (product vs. process) and the type of risk being managed (economic vs. functional). The study extends the current understanding towards viewing fashion consumption behaviour as a combination of various consumer activities. The study further incorporates these activities into a tentative framework that helps illuminate the kinds of risk management activities consumers may employ. The activities identified in this study, along with the proposed categorisation, provide a framework for managers to consider in segmentation, web store design and the development of marketing communications. On a more general level, the study shifts the focus from how consumers perceive risk to how empowered consumers actively manage the risk in various ways.