A Review of E-Commerce: The Influence of Post-Purchase Factors on Relationships between Customer Loyalty and Perceived Risk

Introduction The popularity of the Internet has made shopping on online common (Ming-Tsang Hsieh, 2014) and promoted the rise of several giant online retailers, such as Amazon. When many managers consider how shopping environment changed, the main factors are the low price of product and convenient web searching (Babur, Ali and Wildenbeest, 2012). However, it always has the case that the two factors that boost the promotion of online retailers only ignore the steps to reduce the risk perception of customer. Ability of a company to control its customers’ perceived risk is vital to its success of company performance (Ramanathan, 2011). Low perceived risk leads Amazon to be one of the biggest online retailers. The internet giant offered everything from art supplies to zombie survival kits, its own express and prime service, payment in cash on delivery, and no fee for product’s return. These make customer feel comfortable and consider Amazon convenient and reliable.