How Theory of Planned Behavior And Perceived Risk Affect Online Shopping Behavior

Authors

  • Cicilia Sriliasta Bangun Universitas Esa Uggul
  • Tessa Handra Universitas Multimedia Nusantara

DOI:

https://doi.org/10.33050/atm.v5i2.1594

Keywords:

Theory of planned behavior, Perceived risk, Intention to shop online, Behavior to shop online

Abstract

This study aims to analyze the affect of attitude, subjective norm, perceived behavioral control, and perceived risk on intention to shop online and its impact on online shopping behavior. The exogen variables on this study are attitude, subjective norm, perceived behavioral control, and perceived risk. While the endogen variables are intention to shop online and behavior to shop online. Data collection was carried out by distributing 100 questionnaires to users of e-commerce as respondents. By using SEM PLS, this result of this study showed that from 5 initial hypotheses were developed; only 2 hypotheses did not affect to shop online’s behavior; there were subjective norm to intention to shop online; and perceived risk to purchase intention

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Published

2021-05-04 — Updated on 2021-05-05

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How to Cite

Bangun, C. S., & Handra, T. (2021). How Theory of Planned Behavior And Perceived Risk Affect Online Shopping Behavior. Aptisi Transactions on Management (ATM), 5(2), 169–179. https://doi.org/10.33050/atm.v5i2.1594 (Original work published May 4, 2021)