Why Do Consumers Purchase from a Controversial Online Store? Reasons for Purchasing from Temu

Chinese online retailers have recently received considerable media attention in Western countries, particularly regarding ethical concerns. These stores are often perceived as controversial and having a questionable reputation: while they offer many attractions and low prices, they also raise concerns about product quality and production practices, among other issues. This study examines the reasons for purchasing from online stores perceived as controversial or unethical, focusing on Temu, whose popularity has surged in recent years. The data was collected by interviewing seven Finnish Temu shoppers from the age range of 23-71 years. The findings suggest that controversial online stores’ appeal cannot be explained by financial issues alone; rather, it emerges from the interplay of social validation, personal circumstances, experiential enjoyment, and well-designed platform features.