The findings were based on the survey of 1,000 consumers released by the Seoul Metropolitan Government on Friday.
About 78 percent of respondents worried about a personal data leak while shopping on online malls and other platforms, and 28.1 percent said they had experienced at least one.
The survey also revealed that three out of 10 having encountered issues such as defective products or late deliveries. The most common complaints were defective or faulty products (65.6 percent), delays in deliveries (42.7 percent), and false or exaggerated advertising (30.1 percent).
Nearly half of respondents also reported frustrations with customer service, citing automated systems that left them unable to reach a representative or a person in charge.
When it comes to artificial intelligence (AI)-assisted chatbots, the most cited inconveniences were generic, unhelpful responses (39.4 percent) and poor handling of more complex issues (23.4 percent).
But many users found value in AI-driven recommendations, particularly for discovering new products (39.5 percent) and finding items that suited their preferences (28.6 percent), though nearly a third admitted they often ended up buying things they did not need.
Some 69.7 percent said feedback from other shoppers often influenced their purchasing decisions, but many questioned its authenticity, suspecting that some reviews were written by staff or paid reviewers, as negative feedback was rarely seen.
Fast delivery also mattered to some 86.2 percent of respondents when deciding on a purchase, but many also agreed that improving working conditions for delivery workers, such as ensuring adequate rest, sufficient workspace, and increased staffing, was necessary.
About half of respondents worried about false or exaggerated claims by influencers and TV personalities who leaned on their fame rather than the quality of the products they promoted.
"Online shopping has become part of our daily lives, and while it brings great convenience, it also exposes consumers to new risks," said city official Kim Myeong-seon, pledging to work toward consumer safety.
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