Factors That Influence Attitude Consumer Regarding Interest in Online Shopping in the Marketplace
DOI:
https://doi.org/10.32832/jm-uika.v17i2.23359Keywords:
online shopping interest, perceived ease of use, perceived risk, trust, information qualityAbstract
The rapid development of information and communication technology (ICT) has transformed consumer behavior toward digital-based transactions, particularly in e-commerce environments. While the Technology Acceptance Model traditionally emphasizes consumer attitude as a key mediator between perception and behavioral intention, prior studies report inconsistent findings, especially in developing countries. This gap highlights the need to re-examine the role of attitude in explaining online purchase intention. This study analyzes the influence of perceived ease of use, perceived usefulness, perceived risk, trust, and information quality on consumer attitude and online purchase intention. A quantitative approach was applied using data from respondents in Bogor City, with path analysis employed to examine direct and indirect relationships. The findings indicate that perceived ease of use, perceived usefulness, trust, and information quality positively influence consumer attitude, whereas perceived risk negatively influences it. However, consumer attitude does not significantly influence online purchase intention, contradicting TAM. Instead, functional factors particularly ease of use and perceived usefulness have stronger, more direct effects, indicating a shift toward more pragmatic, utility-driven consumer behavior. Perceived risk and information quality influence purchase intention indirectly through attitude, although their mediating role is limited. This study extends TAM by highlighting the weakening role of attitude and the dominance of direct cognitive–functional pathways, while integrating risk and trust into the model. Practically, digital platforms should prioritize usability, functional value, security, and trust to enhance online purchase intention.
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