Factors Influencing Online Purchase Intention: The Mediating Role of Customer Trust (a Study Among University Students in Jakarta)

DOI

10.2991/aebmr.k.200131.001How to use a DOI?

Keywords

Online Purchase Intention, Online shopping, Customer Trust

Abstract

The growth of e-commerce market in Indonesia rises rapidly. With the number of internet users reaching 143.26 million people or about 54.68 % of the total population in Indonesia in 2017, it becomes potential mar-ket for the future. Because of these significant numbers of users, it is important to understand factors affect-ing consumers purchase intention in online shopping. The previous study indicated that trust was considered a key factor affecting consumers purchase intention. This study explored the influence of perceived risk and reputation on perceived trust and consumer purchase intention. The empirical result obtained in a sample of 152 users that had previously visited several online vendor websites indicated that online purchase intention was influenced positively by perceived risk and perceived trust, perceived trust was positively influenced by perceived risk and perceived reputation and trust mediated the relationship between perceived risk and per-ceived reputation to purchase intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Agus Rahayu
AU  - M. Saparudin
AU  - R. Hurriyati
PY  - 2020
DA  - 2020/02/07
TI  - Factors Influencing Online Purchase Intention: The Mediating Role of Customer Trust (a Study Among University Students in Jakarta)
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 1
EP  - 4
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.001
DO  - 10.2991/aebmr.k.200131.001
ID  - Rahayu2020
ER  -