The Antecedent and Consequences of Trust in Online Shopping Tanti Handriana; Dendi Herawan
Faculty of Economics and Business, Universitas Airlangga
Abstract
The last decade is marked by the increasing of product sale through online shopping. Various types of businesses that originally only used offline concepts, have now shifted to online and offline concepts, even some have abandoned the online concept. Due to the nature of offline shopping that does not require direct meetings among sellers and buyers, it makes the trust factor play a crucial role. Questionnaires are distributed online to consumers who have purchased products in online shopping. A total of 271 data from respondents were eligible to be analyzed using Structural Equations Model (SEM) analysis techniques with AMOS 16.0 software. From the 10 hypotheses tested, there are 9 supported hypotheses, including influence of perceived reputation, perceived risk, and perceived ease of use in online trust, perceived value and online trust toward satisfaction, as well as influence of perceived reputation, perceived ease of use, satisfaction , and online trust in online repurchase intention. Meanwhile, the influence of e-commerce knowledge on online trust is not supported. The research findings contribute to the development of online trust concept, as well as beneficial to online shopping businessmen.
