Consumer’s Buying Decision-Making Process in E-Commerce

Abstract

The e-commerce growth and development in Indonesia is very rapid as well as the internet grows, but it is not well-balanced with the number of online buying transaction which is still relatively low. Even the today's biggest B2C e-commerce people in Indonesia, Lazada, has continually decreased online purchasing. This research is aimed to describe factors affecting online buying decision-making in the ecommerce Lazada. The type of this research is confirmatory research. The variable used is following conceptual model i.e. Electronic Word of Mouth (EWOM), social identity, risk perception, trust, and purchase intention. The data were obtained through the questionnaire with Likert scale 1-5. There are 104 people researching sample who meets the criteria as Lazada consumer that, at least do a transaction in recent six months. Data analyzing were done using Structural Equation Modelling (SEM) method by Analysis of Moment Structures (AMOS) software. The results showed that the purchase intention has positively related to the purchase decision. Variable EWOM toward trust has positive relation, variable social identity and risk perception have no any significant relation to trust. Variable risk perception toward purchase intention has no significant relation, while the variable trust has significant positive relation to purchase intention.

Influencing Factors of Cross-Border E-Commerce Consumer Purchase Intention Based on Wireless Network and Machine Learning

“…In recent years, due to the rapid economic development and the continuous and in-depth development of foreign trade, domestic experts and scholars engaged in e-commerce research have also done a lot of research. For example, Professor Wang Xingping explained the development status of cross-border e-commerce and third-party payment and put forward the theory that strengthening risk management and control pilot management can promote the healthy and stable development of e-commerce [28]. From the perspective of the rapid development of global e-commerce, Zhang Xiaheng pointed out that the main factors affecting China's e-commerce are marketing factors, social and cultural factors, logistics, e-commerce platforms, payment methods, tariffs, and six major factors.…”

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

“…Actual Purchase Intention is a concept in purchasing behavior where consumers decide to act/do something and in this case make a purchase electronically. Measurements of Privacy Concern, Perceived Risk and Online Purchase Intention refer to the research by Kim (2008), while Actual Online Purchasing measurement refers to the study by Puspitasari et al (2018).…”

“…(Lee, Park, & Han, 2008). Thus, more positive information related to E-Commerce spread over the Internet network can increase the confidence of consumers to buy products through E-Commerce, EWOM positively influences the trust and with the trust can increase the consumers purchase interest through E-Commerce (Puspitasari et al, 2018). Based on the explanation above, the proposed hypothesis is as follows: H1A: Perceived Reputation has positive effect on Trust H1B: EWOM has positive effect on Trust H1C: Trust has a positive effect on OPI (Online Purchase Intention)…”

“…The results of the study by (Carlos Roca, Jose Garcia, & Jose de la Vega, 2009) stated that perceived trust is an important issue in the online trading system when the company enhances the security of online trading systems can increase trust and consequently consumers will tend to use online services. Online purchase intention affects purchasing behavior (Puspitasari et al, 2018). Intentions have been determined as a prominent predictor of actual behavior for online shopping (Lim et al, 2016).…”

The Study of Customer Satisfaction of Shopee Customers In Malaysia

“…Comprehension of trust with regards to online buys is the readiness of purchasers to rely upon different gatherings during the internet shopping process with the expectation that other gatherings will do worthy practices and will give the guaranteed items and administrations (Madjid et al, 2018). Moreover, trust is defined as the inclination of one gathering to an eagerness to acknowledge the demeanor of the other party even in spite of the fact that the main party isn't secured constantly and neglected to control the demeanor of second parties (Puspitasari et al, 2018).…”