Trust and Perceived Risk toward Actual Online Purchasing: Online Purchasing Intention as Mediating Variable

Septi Diana Sari(1*), Ratri Nurina Widyanti(2), Inon Listyorini(3),

(1) Universitas Teknologi Yogyakarta
(2) Universitas Teknologi Yogyakarta
(3) Universitas Teknologi Yogyakarta
(*) Corresponding Author


This research aims to test the influence of trust and perceived risk on Actual Online Purchasing (AOP) either directly or through Online Purchase Intention (OPI) as a mediating variable. Purposive Random Sampling used in this research with 100 respondents who have searched product through the E-Commerce website (B2C & C2C). This research uses Structural Equation Modelling (SEM) model with SmartPLS 3 program. The results of the test showed that Security practice and Privacy Concern have a negative effect on Perceived Risk, which subsequently Perceived Risk has a negative effect on OPI. However, OPI has no significant effect on AOP. Between the two of trust antecedents, the EWOM and Perceived Reputation only Perceived Reputation has a significant influence on the Trust. From the four constructs in this study (AOP, OPI, Trust and Perceived Risk), the Trust Model is the most powerful predictive model compared to other models such as Perceived Risk, OPI, and AOP.


trust; perceived risk; e-wom; perceived reputation; privacy concern

Full Text:



Anwar, R., & Adidarma, W. (2016). Pengaruh Kepercayaan dan Risiko Pada Minat Beli Belanja Online. Jurnal Manajemen dan Bisnis Sriwijaya, 14(2).

Bambauer-sachse, S., & Mangold, S. (2011). Journal of Retailing and Consumer Services Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45.

Beckett, C., Eriksson, L., Johansson, E., & Wikström, C. (2017). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach.

Carlos Roca, J., Jose Garcia, J., & Jose de la Vega, J. (2009). The importance of perceived trust, security, and privacy in online trading systems. Information Management & Computer Security, 17(2), 96–113. Retrieved from

Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, (January 1998), 295–336.

Choon, K., & Corresponding, L. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers ' Online Purchase Intention. 3(3), 63–76.

D’Alessandro, S., Girardi, A., & Tiangsoongnern, L. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry. Asia Pacific Journal of Marketing and Logistics, 24(3), 433–460.

Dharmaadi, I. P. A., & Supangkat, H. (2014). Literature Review : Sistem Reputasi berbasis Feedback Rating pada E-commerce. E-Indonesia Initiatives (EII-Forum).

Doolin, B., & Zealand, N. (2005). Perceived Risk, the Internet Shopping Experience and Online Purchasing Behavior : A New Zealand Perspective. 13(June), 2–5.

Firmansyah, D., & Suwarno, A. E. (2017). Pengaruh Pengalaman, Reputasi, Privasi, Dan Keamanan Terhadap Kepercayaan (Trust) Pengguna Internet Dalam Melakukan Transaksi Jual Beli Online (studi empiris pada masyarakat di Surakarta) (Universitas Muhammadiyah Surakarta).

Ghozali, I. (2014). Structural Equation Modeling: Metode Alternatif Dengan Partial Least Squares (PLS) (4th ed.). Semarang: Universitas Diponegoro Semarang.

Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet?

Kim, D. J. (2008). A trust-based consumer decision-making model in electronic commerce : The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.

Koufaris, M., & Hampton-sosa, W. (2004). The development of initial trust in an online company by new customers. 41, 377–397.

Kozinets, R. V, Valck, K. De, Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked Narratives : Understanding Word-of-Mouth. Journal of Marketing, 74(March), 71–89.

Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352. Retrieved from

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410.

McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9–10), 1018–1024.

McKnight, H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information System Research, 13(3), 334–359.

Muhibuddin, ali S., & Untarini, N. (2014). Pengaruh Trust Disposition dan Risk Aversion Terhadap Niat Beli Online Pada Fjb Kaskus Di Wilayah Surabaya. Jurnal Ilmu Manajemen, 2(4).

Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, (29), 92–103.

Park, C.-H., & Kim, Y.-G. (2006). The Effect of Information Satisfaction and Relational Benefit on Consumers’ Online Shopping Site Commitments. Journal of Electronic Commerce in Organizations (JECO), 4(1), 21.

Puspitasari, N. B., Nugroho Susatyo, W. P., Amyhorsea, D. N., & Susanty, A. (2018). Consumer’s Buying Decision-Making Process in E-Commerce. E3S Web of Conferences, 31(September 2016), 1–6.

Tian, V.-I., Wong, Y.-S. E., & Pang, W. (2018). Creating Trust and Reducing Consumers’ Risk Perception in Internet Shopping. Journal of Marketing Development and Competitiveness, 12(1).

Tjiptono, F. (2010). Strategi Pemasaran (3rd ed.). Yogyakarta: Andi.


Article Metrics

Abstract view : 625 times
PDF - 302 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.