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


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



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


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


Download data is not yet available.


M. Išoraitė and N. Miniotienė, “Electronic commerce: Theory and practice,” 2018.

T. Hariguna, M. Yusup, and A. Priyadi, “The Transaction Optimization Of Color Print Sales Through E-Commerce Website Based On Yii Framework On Higher Education,” Aptisi Trans. Technopreneursh., vol. 1, no. 1, pp. 1–10, 2019.

E. Depiana and H. Hartelina, “Marketing Service on Customer Satisfaction of Yamaha Motorcycles at PT Ramarayo Perdana Karawang,” Aptisi Trans. Manag., vol. 5, no. 1, pp. 11–19, 2021.

U. Rahardja, T. Hariguna, and W. M. Baihaqi, “Opinion mining on e-commerce data using sentiment analysis and k-medoid clustering,” Proc. - 2019 12th Int. Conf. Ubi-Media Comput. Ubi-Media 2019, pp. 168–170, 2019, doi: 10.1109/Ubi-Media.2019.00040.

D. Ahmad, H. D. Ariessanti, and K. Awaliyah, “Implementation of E-Commerce Website to Increase Online Sales of Case Study of Baby Wise BSD Tangerang,” Aptisi Trans. Manag., vol. 1, no. 1, pp. 11–16, 2017.

A. G. Khan, “Electronic commerce: A study on benefits and challenges in an emerging economy,” Glob. J. Manag. Bus. Res., 2016.

E. Erlina and D. Hermawan, “Marketing Mix on Customer Loyalty at Coffee Shop in Bandung,” Aptisi Trans. Manag., vol. 5, no. 1, pp. 89–96, 2021.

E. H. Yindi, I. Maumoh, and P. L. Mahavile, “Exploring the role of Awareness, Government Policy, and Infrastructure in adapting B2C E-Commerce to East African Countries,” arXiv Prepr. arXiv2102.11729, 2021.

M. T. Toukabri and S. A. Ettis, “The Acceptance and Behavior Towards E-Insurance,” Int. J. E-bus. Res., vol. 17, no. 2, pp. 24–39, 2021.

L. T. Khrais and A. M. Alghamdi, “The Role of Mobile Application Acceptance in Shaping E-Customer Service,” Futur. Internet, vol. 13, no. 3, p. 77, 2021.

B. Taneja, “The Digital Edge for M-Commerce to Replace E-Commerce,” in Emerging Challenges, Solutions, and Best Practices for Digital Enterprise Transformation, IGI Global, 2021, pp. 299–318.

H. Taherdoost, “A review of technology acceptance and adoption models and theories,” Procedia Manuf., vol. 22, pp. 960–967, 2018.

P. J. Ågerfalk and F. Karlsson, “Theoretical, Empirical, and Artefactual Contributions in Information Systems Research: Implications Implied,” Adv. Inf. Syst. Theor. Ration. Process., pp. 53–73, 2021.

S. Sayyida, S. Hartini, S. Gunawan, and S. N. Husin, “The Impact of the Covid-19 Pandemic on Retail Consumer Behavior,” Aptisi Trans. Manag., vol. 5, no. 1, pp. 79–88, 2021.

F. Hussein and H. Hartelina, “After Sales Service For Smartphone Iphone To Customer Loyalty,” Aptisi Trans. Manag., vol. 5, no. 1, pp. 62–72, 2021.

I. Kim, H. J. Jung, and Y. Lee, “Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing,” Sustainability, vol. 13, no. 3, p. 1208, 2021.

D. C. Doanh, “The moderating role of self-efficacy on the cognitive process of entrepreneurship: An empirical study in Vietnam,” Explor. Link Between Entrep. Capab. Cogn. Behav., p. 147, 2021.

V. Scoppa, “Social pressure in the stadiums: Do agents change behavior without crowd support?,” J. Econ. Psychol., vol. 82, p. 102344, 2021.

R. McGarva, “Striving for Homeostasis: Balancing the Inclusion of Students with an Emotional/Behavioral Disorder,” 2021.

S. A. Bin-Nashwan, H. Abdul-Jabbar, S. F. Dziegielewski, and S. A. Aziz, “Moderating effect of perceived behavioral control on Islamic tax (zakah) compliance behavior among businessmen in Yemen,” J. Soc. Serv. Res., vol. 47, no. 2, pp. 292–302, 2021.

S. I. Rusu and C. M. A. Pennartz, “Learning, memory and consolidation mechanisms for behavioral control in hierarchically organized cortico‐basal ganglia systems,” Hippocampus, vol. 30, no. 1, pp. 73–98, 2020.


S. Sharma, G. Singh, and S. Pratt, “Modeling the Multi-dimensional Facets of Perceived Risk in Purchasing Travel Online: A Generational Analysis,” J. Qual. Assur. Hosp. Tour., pp. 1–29, 2021.

A. Esmaeili, I. Haghgoo, V. Davidavičienė, and I. Meidutė-Kavaliauskienė, “Customer Loyalty in Mobile Banking: Evaluation of Perceived Risk, Relative Advantages, and Usability Factors,” Eng. Econ., vol. 32, no. 1, pp. 70–81, 2021.

N. Peña-García, I. Gil-Saura, A. Rodríguez-Orejuela, and J. R. Siqueira-Junior, “Purchase intention and purchase behavior online: A cross-cultural approach,” Heliyon, vol. 6, no. 6, p. e04284, 2020.

V. H. Pradeep, V. T. Amshala, and B. R. Kadali, “Does perceived technology and knowledge of maintenance influence purchase intention of BEVs,” Transp. Res. Part D Transp. Environ., vol. 93, p. 102759, 2021.

A. Shankar and S. Jain, “Factors affecting luxury consumers’ webrooming intention: a moderated-mediation approach,” J. Retail. Consum. Serv., vol. 58, p. 102306, 2021.

S. A. Qalati, E. G. Vela, W. Li, S. A. Dakhan, T. T. Hong Thuy, and S. H. Merani, “Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping,” Cogent Bus. Manag., vol. 8, no. 1, p. 1869363, 2021.

H. Islam, C. Jebarajakirthy, and A. Shankar, “An experimental based investigation into the effects of website interactivity on customer behavior in on-line purchase context,” J. Strateg. Mark., vol. 29, no. 2, pp. 117–140, 2021.



2021-05-04 — Updated on 2021-05-05


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. (Original work published May 4, 2021)