PERAN DARI KEPERCAYAAN, PERSEPSI RISIKO, PERSEPSI MANFAAT, DAN ANTESEDENNYA TERHADAP NIAT BERPERILAKU DALAM E-COMMERCE
Abstract
Shopping through an online system requires not only money but also trust. After all this time e-commerce exist for one of shopping alternative, is trust still important in consumer decision? Consumer’s dynamic behaviour is an interesting thing to understand the changes through the consumer purchasing decision model. This study aims to analyze again about the Consumer Decision-Making Model based on Trust in E-commerce: The Role of Trust, Perceived Risk, Perceived Benefits, and their Antecedents. Object of this study is e-commerce Shopee and 100 Shopee’s consumers as subject of research. Partial Least Square used to analyze the model of consumer decision.
The results of this research indicates that trust, perceived risk, perceived benefits, and familiarity have effect to behavioral intention. Antecedents of research such as information quality, perceived privacy protection, perceived security protection, third-party seal, and consumer disposition to trust have their own effect to trust and perceived risk.