Do consumers really care on risks in online shopping? An analysis from Indonesian online consumers

Abstract

This study aims to analyze the influence of trust, concern and risks perception toward the intentions of customers to conduct e-commerce transaction. In order to see the influence of these factors, we construct an online questionnaire and distribute it to various sites and forums using quota sampling methods. We obtained 101 valid data and analyzed them by using Spearman's rho correlation analysis to determine the relationship between each variable and path coefficient analysis to prove the hypothesis. Interestingly, online customers in Indonesia tend not to think risk as something that affects their intentions when performing online transaction. Attitude and perceived behavioral control had more influence on the online customer in Indonesia to conduct online transactions.