Influence of Perceived Usefulness, Ease of Use, Risk on Attitude and Intention to Shop Online

Abstract

Recently, online shopping is growing rapidly around the world. The purpose of this research is to explore the factors that influence students’ intention to shop online. This research was done in Pontianak, West Kalimantan. The respondent is 200 university’s active students who did not have online shopping experience before. The factors consist of perceived usefulness, perceived ease of use and perceived risk as independent variables;  attitude to shop online as intervening variable; and intention to shop online as exogenous variable. The data was processed and analyzed with Structural Equation Modeling (SEM). The theory based on TAM. The result shows that perceived usefulness, ease of use and risk have significant influence on attitude toward online shopping. Perceived usefulness and ease of use have not significant influence toward intention to shop online. While perceived risk and attitude have significant influence toward intention to shop online. It is recommended for the next researcher to develop related research, with acceptation and use of technology that are elaborated with culture and other specific personality characteristics from consumer such as culture, religion, ethnicity and others.

Keywords: Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Attitude, Intention to Shop Online