ANALISIS FAKTOR YANG MEMPENGARUHI KEINGINAN KONSUMEN BERBELANJA ONLINE MELALUI KEPERCAYAAN KONSUMEN

Prasetya, Adhitya Yoga

Jurnal Ilmu Manajemen dan Akuntansi Terapan
Vol. 4 No. 1 (2013): Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT)

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