Perceived Risk and Trust as Major Determinants of Actual Purchase, Transcending The Influence of Intention

Asean Marketing Journal Pub Date : 2015-06-01 DOI:10.21002/amj.v7i1.4601

Ni Luh Putu Indiani, I. Rahyuda, N. Yasa, I. P. Sukaatmadja

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引用次数: 26

Abstract

Normal 0 false false false EN-ID JA X-NONE This study analyzed online purchasing behavior in the hotel industry through an integrative framework, utilizing sets of variables rarely used in previous studies. The analysis was focused on the influence of online purchase intention, perceived risk, and trust upon actual purchase, with the idea of further determining which construct has the strongest impact. It also analyzed two new measurement items for website quality. The sample consisted of travelers who have recently made hotel reservations online. The model was tested with Structural Equation Modeling. Perceived risk was found to have the strongest impact on actual purchase, followed by trust and online purchase intention. The weak influence of online purchase intention is quite interesting since it stands in contrast to previous research findings. Perceived risk also perfectly mediates the relationship between website quality and eWOM towards online purchase intention. Being descriptive in nature, this study did not manipulate the antecedents in the manner of an experimental study.

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感知风险和信任是实际购买的主要决定因素，超越意向的影响

本研究通过一个综合框架分析了酒店行业的在线购买行为，使用了以前研究中很少使用的几组变量。分析的重点是在线购买意愿、感知风险和信任对实际购买的影响，并进一步确定哪个结构具有最强的影响。它还分析了两个新的网站质量测量项目。样本包括最近在网上预订酒店的旅行者。采用结构方程模型对模型进行了检验。发现感知风险对实际购买的影响最大，其次是信任和在线购买意愿。在线购买意愿的微弱影响是非常有趣的，因为它与之前的研究结果形成了对比。感知风险也能很好地中介网站质量与eom对网络购买意愿的关系。本研究本质上是描述性的，没有像实验研究那样对前因进行操纵。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asean Marketing Journal

自引率

0.00%

发文量

审稿时长

20 weeks