Explaining Post-Purchase Behavior in E-commerce: The Roles of Consumer Awareness, Perceived Risk, and Satisfaction

Abstract

The rapid growth of e-commerce platforms has shifted managerial focus from customer acquisition to customer retention and post-purchase behavior. Although prior studies have extensively examined pre-purchase intentions, limited research explains how post-purchase evaluations are shaped by technology perceptions, perceived risk, and consumer awareness within an integrated framework. This study addresses this gap by developing and testing a research model that combines the Technology Acceptance Model (TAM), Perceived Risk Theory, and Expectation–Confirmation Theory in the context of e-commerce platforms. Survey data were collected from 410 consumers with actual online shopping experience and analyzed using partial least squares structural equation modeling (PLS-SEM). Perceived risk is conceptualized as a second-order multidimensional construct. The results show that consumer awareness significantly reduces perceived risk and directly enhances post-purchase satisfaction. Perceived ease of use positively influences perceived usefulness, while perceived usefulness and customer satisfaction significantly drive satisfaction and repurchase intention, respectively. However, the effects of perceived risk on perceived usefulness and perceived ease of use on satisfaction are not supported. This study extends TAM to the post-purchase stage, refines the role of perceived risk in e-commerce, and highlights consumer awareness as a key determinant of post-purchase satisfaction. The findings offer important implications for e-commerce platforms aiming to strengthen customer retention and long-term sustainability.