信念与感知风险对在线购买决策的影响，其买入价格为模型变量(SHOPEE印度尼西亚案例研究)

IF 0.1 Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL Pub Date : 2019-03-04 DOI:10.30813/BMJ.V14I2.1471

Tisia Priskila

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引用次数: 3

摘要

本研究旨在确定信任和风险感知对在线购买决策的影响，以及价格感知作为调节变量对信任、风险感知和在线购买决策的影响。使用的分析方法是PLS-SEM(偏最小二乘结构方程模型)，样本为100名受访者。结果表明，信任对在线购买决策有正向影响，感知风险对在线购买决策有负向影响。感知价格作为调节变量削弱了信任对在线购买决策的影响，但对风险感知与在线购买决策之间的关系没有影响。关键词:信任，感知风险，感知价格，购买决策

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PENGARUH KEPERCAYAAN DAN RISIKO TERPERSEPSI TERHADAP KEPUTUSAN PEMBELIAN DARING DENGAN HARGA TERPERSEPSI SEBAGAI VARIABEL PEMODERASI (STUDI KASUS PADA SHOPEE INDONESIA)

This study aims to determine the effect of trust and risk perception on online purchasing decisions and the influence of price perception as a moderator variable on trust, risk perception, and online purchasing decisions. The analysis method used is PLS-SEM (Partial Least Square-Structural Equation Modeling) with a sample of 100 respondents. The results show that trust has a positive effect on online purchasing decisions and perceived risk has a negative effect on online purchasing decisions. Perceived price as a moderating variable weakens the influence of trust on online purchasing decisions but it does not have an influence on the relationship between risk perception and online buying decisions.Keywords: trust, perceived risk, perceived price, purchase decision

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AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

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