The Effect of Online Shopping Experience on Risk P erception and Trust for Building Online Repurchase Intention

Abstract

I n t e r n a t i o n a l J o u r n a l o f C o n t e m p o r a r y R e s e a r c h a n d R e v i e w ABSTRACT Purpose: The purpose of this study is to determine the role of mediating risk perception and trust on the influence of online shopping experience on the intention to conduct online shopping transactions. Design/Methodology/approach: This type of research is quantitative, using pre-existing measurement scales. Findings: The results of this study indicate that the experience of online shopping has no effect on risk perception, online shopping experience has a positive and significant effect on consumer confidence and purchase intentions, risk perception has no effect on consumer purchase intentions, trust does not affect consumer purchase intentions. Practical/Implications: The next researcher is expected to be able to modify the research model by adding and developing indicators and other variables and giving consideration to online service providers to pay more attention to their services in the field of online shopping transactions.