Analysis of Perceived Trust on Online Buying Behavior Mediated by Online Shopping Attitude in E-Commerce Applications (Study on Universitas Palangka Raya Students)

Evita Veronica Welafubun; Lelo  Sintani; Roby  Sambung

doi:10.55927/ijems.v2i6.13424

Authors

Evita Veronica Welafubun Universitas Palangka Raya
Lelo Sintani Universitas Palangka Raya
Roby Sambung Universitas Palangka Raya

DOI:

https://doi.org/10.55927/ijems.v2i6.13424

Keywords:

E-commerce, Perceived Trust, Online Shopping Attitude, Online Buying Behavior, Young Generations

Abstract

A study conducted among students of Universitas Palangka Raya aimed to examine the impact of perceived trust on online purchasing behavior, with online shopping attitude as a mediator. The research utilized a descriptive quantitative approach and collected data through questionnaires. The findings revealed that perceived trust significantly influences online shopping attitude. Moreover, the study found that online shopping attitude acts as a mediator between perceived trust and online purchasing behavior. This suggests that consumer trust not only affects their attitude towards online shopping but also plays a role in their purchase decisions. The research highlights the importance for e-commerce businesses to prioritize building consumer trust and creating positive shopping experiences. However, limitations of the study include a limited sample size and the exclusion of external factors that may impact online shopping behavior. Future research should consider a larger sample and explore additional variables that may influence the trust-online shopping behavior relationship.

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