The Multi Perspectives of Consumer Behavior on Online Purchase Behavior

Mayasari, Iin (2012) The Multi Perspectives of Consumer Behavior on Online Purchase Behavior. In: e-Case e-Tech International Conference.

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Abstract

This study explored the consumer behavior of using online purchase. The behavior was portrayed from multi perspectives based on the previous research. The perspectives were service quality, social factors, technological context, and trust. Each perspective was derived from the existing theory. Each perspective consist some aspects that was linked to consumer behavior of online purchase. Perspective of service quality consist of interactivity, currency, and product information. Perspective of social factors includes subjective norm and image; while perspective of technological context consist of perceived enjoyment, perceived usefullness, and perceived ease of use. Finally, perspective of trust consists of perceived risk including data integrity, authenticity, and privacy. This study provided a more elaborative model to portray online banking behavior. This study used field research namely survey and distributed the questionnaires to 150 consumers who have already used online purchase. The respondents were workers and students. The survey was based on the aspects of e-commerce. The statistical analysis for the data was multiple regression. This study provided the result that The perspective of service quality and social did not influence. Meanwhile, only perceived usefulness, perceived enjoyment and authenticity were relevant in predicting online behavior

Item Type:	Conference or Workshop Item (Paper)
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen-S2
Depositing User:	Mrs Iin Mayasari
Date Deposited:	20 Mar 2024 06:52
Last Modified:	20 Mar 2024 06:52
URI:	http://repository.paramadina.ac.id/id/eprint/1595

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