The Impact of Perceived Risk and Information on Trust and Continuance Intention in Fashion E-commerce Platforms

This study empirically analyzes the impact of perceived risk and information factors on platform trust and continuous use intention in fashion e-commerce platforms. The key variables include fashion aesthetic risk, digital transaction risk, store-generated information, and externally sourced information, with platform trust examined as a mediating factor in their relationships. This study specifically focuses on MZ consumers (Millennials and Generation Z) who purchase mid-range fashion products, providing a detailed understanding of consumer behavior in digital environments. A survey was conducted with 203 MZ consumers, and exploratory factor analysis and regression analysis were used to test the hypotheses. Additionally, basic statistical analysis and correlation analysis were performed to clarify the relationships between variables. The results revealed that fashion aesthetic risk and digital transaction risk negatively impact platform trust and continuous use intention. However, platform trust played a mediating role in mitigating these negative effects. Conversely, store-generated and externally sourced information significantly enhanced platform trust, which in turn positively influenced continuous use intention. Notably, platform trust was found to play a crucial role in the interaction between consumers' perceived risk and the quality of information provided. This confirms that platform trust is a key variable in shaping consumer behavior, as strategies to reduce perceived risk and establish trust are critical for strengthening continuous use intention. Additionally, the study empirically demonstrated that the reliability of platform information and the transparency of digital transactions significantly impact consumers' trust formation and reuse intention. It was also verified that differentiation in information provision, detailed product descriptions, and user-generated reviews play an essential role in trust formation and purchase decisions. This study highlights the importance of trust formation in fashion e-commerce platforms and suggests strategic approaches to enhance platform competitiveness by considering both the characteristics of fashion products and digital platforms. Furthermore, the findings offer meaningful strategic insights for platform operators to build long-term relationships with consumers based on trust and satisfaction. The study provides theoretical and practical implications for the continuous growth and competitive differentiation of fashion e-commerce platforms in the digital marketplace.