ANALISIS FAKTOR YANG MEMPENGARUHI KEINGINAN KONSUMEN BERBELANJA ONLINE MELALUI KEPERCAYAAN KONSUMEN

Prasetya, Adhitya Yoga ( STIE TOTALWIN SEMARANG)

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

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.