ANALISIS FAKTOR YANG MEMPENGARUHI KEINGINAN KONSUMEN BERBELANJA ONLINE MELALUI KEPERCAYAAN KONSUMEN

Abstract

Consumer’s perception of online shopping risk, convenience and
usefulness distinctly affects consumer’s trust as well as consumer’s
acceptance behavior of online shopping.
Therefore, this paper puts forward a consumer’s trust antecedents
model based on TAM to explain online shoppers` behavior, in which
consumer’s trust plays a core role. The result shows that consumer’s online
shopping intention is decided by trust, perceived usefulness and perceived
risk of online shopping, and consumer’s trust depends on consumer’s
perceived risk, perceived ease of use and perceived usefulness of B2C E-
commerce.