The Influence of Convenience, Enjoyment, Perceived Risk, And Trust On The Attitude Toward Online Shopping

Abstract

The purpose of this research is to reveal the influence of convenience, enjoyment, perceived risk, and trust on the attitude of Padang State University students toward online shopping. Online and field surveys are conducted to collect data. A total of 242 questionnaires were analyzed using Structural Equation Modeling (SEM). The results show that convenience has a significant effect on enjoyment, then enjoyment has a significant effect on trust and attitude toward online shopping. Likewise with trust, this was found to have a significant effect on attitudes toward online shopping. However, the results of the analysis show that the perceived risk does not significantly influence trust and attitudes toward online shopping.