Mitigating Online Risk Through Trust: A TPB Approach

Dudi Permana; Hasbin; C. Catur Widayati; Hasliza Abdul Halim

doi:10.24912/jm.v29i1.2111

Authors

Dudi Permana Universtas Mercu Buana, Indonesia
Hasbin Universtas Mercu Buana, Indonesia
C. Catur Widayati Universtas Mercu Buana, Indonesia
Hasliza Abdul Halim Universiti Sains Malaysia

DOI:

https://doi.org/10.24912/jm.v29i1.2111

Keywords: Risk Factors; Trust; TPB; Online Purchase Intention; COVID-19.

Abstract

In the growing digital economy, online shopping presents inherent risks, especially post-pandemic, making consumer trust a critical factor. The Theory of Planned Behavior (TPB) offers a framework for understanding these dynamics and their impact on consumer behaviour. This study explores how trust mitigates perceived online shopping risks, influencing consumer purchase decisions and intentions. The study uses a quantitative approach, surveying 251 consumers who engaged in online shopping during the pandemic and employing TPB to assess trust's mediating role in reducing perceived risks. The study reveals that financial, product, and security risks negatively affect online purchase intention, while trust significantly mediates these effects, enhancing consumer confidence in digital platforms. E-commerce platforms should build trust by improving security, product quality, transparency, and customer service to reduce perceived risks and drive purchase intention. This study integrates multiple risk dimensions within the TPB framework and highlights trust as a pivotal mediator, particularly in the post-pandemic era.

Author Biographies

Dudi Permana, Universtas Mercu Buana, Indonesia

dudi.permana@mercubuana.ac.id

Hasbin, Universtas Mercu Buana, Indonesia

bibin.odds@yahoo.com

C. Catur Widayati, Universtas Mercu Buana, Indonesia

catur.widayati@mercubuana.ac.id

Hasliza Abdul Halim, Universiti Sains Malaysia

haslizahalim@usm.my

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