Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk
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Published
26 June 2023
Keywords:
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online purchasing decision, perceived risk, trust, service quality
Abstract
Online purchasing decision-making is currently faced with a lack of trust from consumers as a result of the inability of marketers to deliver services satisfactorily, which results in the emergence of risk perceptions in purchases. This study aimed to determine how the effect of seller service quality and consumer confidence on perceived risk and how they influence purchasing decisions. Another goal is to determine the role of perceived risk as an intervening variable. The design of this study was a cross-sectional survey of respondents in the city of Serang and its surroundings. The sampling technique used is purposive sampling. The survey used the Google form with a total of 129 respondents. The analysis method uses descriptive and inferential statistics and SMART PLS software is used for data processing. The results showed a significant negative effect of service quality on perceived risk and a significant negative effect of perceived risk on online purchasing decisions. Perceived risk is an intervening variable from consumer confidence to online purchasing decisions. Online purchasing can be enhanced by increasing trust and service and reducing perceived risk.
References
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Amarullah, D., Handriana, T., Maharudin, A. (2022). Ewom credibility, trust, perceived risk, and purchase intention in the context of e-commerce: moderating role of online shopping experience. Jurnal Ekonomi Bisnis dan Kewirausahaan (Jebik), 11, (1), 61-83. http://dx.doi.org/10.26418/jebik.v11i1.50594.
Amirtha, R., Sivakumar, V.J., & Hwang, Y. (2020). Influence of perceived risk dimensions on e-shopping behavioural intention among women - a family life cycle stage perspective. J. Theor. Appl. Electron. Commer. Res., 16(3), 320-355. https://doi.org/10.3390/jtaer16030022.
Andrian, & Selamat, F. (2021). The influence of consumer’s perceived risk on consumer’s online purchase intention in indonesia. Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH), 655(3). https://doi.org/10.2991/assehr.k.220404.105.
Aprilia, N. E. (2021). Influence of service quality on customer loyalty through perceived risk, satisfaction, and trust in Branchless Banking Customers (Study at PT. Bank Rakyat Indonesia (Persero), Tbk Branch Office of Ponorogo). Bisma: Jurnal Bisnis dan Manajemen, 15(1), 56–64. https://doi.org/10.19184/bisma.v15i1.17764.
Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2),127-146. http://dx.doi.org/10.1362/147539215X14373846805743
Baskara, I. P., & Hariyadi, G. T. (2012). Analysis of the effect of trust, security, service quality and perception of risk on purchasing decisions through social networking websites (study on students in Semarang City). Udinus Repo, 1-15. https://doi.org/10.37598/jsi.v1i1.1320
Bezes, C. (2016). Comparing online and in-store risks in multichannel shopping. International Journal of Retail & Distribution Management, 44, 284-300.
Bican, P. M., & Brem, A. (2020). Digital business model, digital transformation, digital entrepreneurship: is there a sustainable "digital"?. Sustainability, 12(13), 5239. https://doi.org/10.3390/su12135239
Bauerová, R. (2018). Consumers' Decision-Making in Online Grocery Shopping: the Impact of Services Offered and Delivery Conditions. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(5), 1239-1247. https://doi.org/10.11118/actaun201866051239.
Devkishin, K. R., Rizvi, A. H., & Akre, V. (2013). Analysis of factors affecting the online shopping behavior of consumers in U.A.E. International Conference on Current Trends in Information Technology (CTIT), 220-225. https://doi.org/10.1109/ctit.2013.6749507.
Dogbe, C. S., Zakari, M., & Pesse-Kuma, A. G. (2019). Perceived online risk, consumer trust, and m-shopping behavior. e-Journal of Social & Behavioural Research in Business, 10(1), 10-23.
Firmansyah, M. R., Amelia, R., Jamil, R. A., Faturochman, & Minza, W. M. (2019). Benevolence, competency, and integrity: which one is more influential on trust in friendships?. Jurnal Psikologi, 18(1), 91-105.
https://doi.org/10.14710/jp.18.1.91-105.
Gazali, A. V., & Tommy, Y. S. S. (2019). The role of the perceived risk to purchase decision (for consumers who use online shopping technology). Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH), 439, 375-379. https://doi.org/10.2991/assehr.k.200515.066.
Gerber, C., Ward, S., & Goedhals-Gerber, L. (2014). The impact of perceived risk on online purchase behavior. Risk Governance & Control: Financial Markets & Institutions, 4(4-1),99-106. https://doi.org/10.22495/rgcv4i4c1art4.
Ghozali, (2014). Application of Multivariate analysis with the SPSS Program. Semarang(ID): UNDIP Publishing Agency.
Grewal, D., Roggeveen, A., & Runyan, R. C. (2013). Retailing in a connected world. Journal of Marketing Management, 29(3-4), 263-270. http://dx.doi.org/10.1080/0267257X.2013.773176.
Habibi, A., & Rasoolimanesh, S. M. (2020). Experience and service quality on perceived value and behavioral intention: moderating effect of perceived risk and fee. Journal of Quality Assurance in Hospitality & Tourism, 22(6), 711 - 737. https://doi.org/10.1080/1528008X.2020.1837050.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom(UK): Cengage Learning.
Hakanen, M., Kossou, L., & Takala, T. (2016). Building interpersonal trust in business networks: enablers and roadblocks. Journal of Business Models, 4(1), 45-62.
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Authors
Sutisna S., Saefullah M., & Juwita J. (2023). Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk. Journal of Consumer Sciences, 8(2), 187-203. https://doi.org/10.29244/jcs.8.2.187-203
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