Abstract:

Today, there is a growing use of digital media and ICTs, which can result in interacting by customers more and more complexly with stakeholders of the purchasing process and contributing to the appearance of specific risks. This is particularly important in the COVID-19 pandemic, when the development of e-commerce is observed. Therefore, the study assumes that digital risk in purchasing processes should be taken into account and estimated by customers. The aim of the study is to identify a potential relationship between the level of perceived digital risk (i.e. the complexity and importance of digital risk) and the way customers communicate with stakeholders in purchasing processes under the COVID-19 pandemic. The empirical study was conducted in the CATI form on a sample of 320 Polish customers who regularly make online purchases (at least 5 purchases in electronic form in the last 6 months). In particular, the study showed that: customers in purchasing processes do not communicate with stakeholders primarily using digital means under the conditions of the COVID-19 pandemic, as well as the complexity of digital risk and the importance of digital risk in customers' opinion (in purchasing processes) are not at a high level under the COVID-19 pandemic.