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Perceived Risk and Trust as Major Determinants of Actual Purchase, Transcending The Influence of Intention

ASEAN Marketing Journal

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Title Perceived Risk and Trust as Major Determinants of Actual Purchase, Transcending The Influence of Intention
 
Creator Ni Luh Putu Indiani; Graduate Program of Udayana University, Denpasar, Bali, Indonesia
I Ketut Rahyuda; Graduate Program of Udayana University, Denpasar, Bali, Indonesia
Ni Nyoman Kerti Yasa; Graduate Program of Udayana University, Denpasar, Bali, Indonesia
I Putu Gde Sukaatmadja; Graduate Program of Udayana University, Denpasar, Bali, Indonesia
 
Subject perceived risk, actual purchase, online purchase intention, trust, website quality, eWOM, online visibility
 
Description This study analyzed online purchasing behavior in the hotel industry through an integrative framework, utilizing sets of variables rarely used in previous studies. The analysis was focused on the influence of online purchase intention, perceived risk, and trust upon actual purchase, with the idea of further determining which construct has the strongest impact. It also analyzed two new measurement items for website quality. The sample consisted of travelers who have recently made hotel reservations online. The model was tested with Structural Equation Modeling. Perceived risk was found to have the strongest impact on actual purchase, followed by trust and online purchase intention. The weak influence of online purchase intention is quite interesting since it stands in contrast to previous research findings. Perceived risk also perfectly mediates the relationship between website quality and eWOM towards online purchase intention. Being descriptive in nature, this study did not manipulate the antecedents in the manner of an experimental study.  
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2015-06-01
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/4601
 
Source ASEAN Marketing Journal; Vol 7, No 1 (2015): June 2015; 1-13
 
Language en