Intention to Online Transaction: Empirical Study on Go-Med

Applications

Budi Setyanta

, Didik Setyawan

, Dian Citaningtyas Ari Kadi

, Eni Andari

, Nurwiyanta

and Aswin

Siddik Sarumaha

Fakultas Ekonomi Universitas Janabadra Yogyakarta, Tentara Rakyat Mataram street, Yogyakarta, Indonesia

Fakultas Ekonomi,Universitas Setia Budi Surakarta, Surakarta, Indonesia

Fakultas Ekonomi Dan Bisnis, Universitas PGRI Madiun, Madiun, Indonesia

Fakultas Ekonomi, Universitas Janabadra Yogyakarta, Yogyakarta, Indonesia

Keywords:

Intentions to Shop Online, Service Quality, Perceived risk, Trust.

Abstract:

This research aims to identify the effect of trust in moderating the intention of online transactions using the

GoMed application. The sampling technique was purposive sampling with 240 samples according to the

sample adequacy requirements in the Structural Equation Model (SEM) test. The results of this study indicate

that trust moderates the intention of online transactions using the Go-Med application. The intention to online

transactions using the Go-Med application in the large trust group is not affected by risk perception, whereas in

the low trust group. Service quality affects the intention of online transactions using the Go-Med application

in high and low trust groups. Service quality affects the intention of online transactions using the Go-Med

application in high and low trust groups. Chi-square values The effect of service quality in high and low trust

groups is different because of the different chi-square test.

1 INTRODUCTION

The development of internet-based shopping appli-

cations has changed customer shopping behaviour

(Yannopoulos, 2011) and encouraged companies to

keep abreast of online shopping trends (Lim et al.,

2016). The Internet has increased the ability of

customers to ﬁnd information, choose products, and

make payments (Yannopoulos, 2011) The increas-

ing number of online shopping applications has in-

creased customers who move from shopping in tradi-

tional stores to online stores, including shopping for

health products. Online shopping is perceived by cus-

tomers to be superior and more proﬁtable than tradi-

tional stores (Lee et al., 2017). Previous research in-

dicates that online shopping affects buying behaviour

because it provides convenience in ﬁnding informa-

tion and purchasing, saving time and ﬂexible pay-

ments (Meixian, 2015)(Liu, 2012)(Delafrooz et al.,

2009)

The Go-Med application is an online drug shop-

ping service application that makes it easier for cus-

tomers to buy drugs. In the context of online drug

shopping in Indonesia, various beneﬁts in online

shopping have not been able to increase customers’

intention to online transaction. Go-Med service users

are still low compared to other services from the same

online service provider. The phenomenon of online

drug shopping is interesting to study because Go-Med

is the ﬁrst online drug shopping application in In-

donesia. Online shopping transactions in Indonesia in

2017 are 43% increase compared to 2015 (Iskandar,

2018). The Global Web Index records 86% of internet

users in Indonesia make online transactions in 2018,

the most signiﬁcant percentage in the world (Wicak-

sono, 2019). This study aims to identify the phe-

nomena of Go-Med online shopping applicationusers

who have little indication that various Go-Med fea-

tures cannot attract the attention of customers to use

them. Medicines are pharmaceutical products that are

related to health. Health is essential for customers;

trust in the reliability of an application is the main

thing for customers. Although customers consider

that online shopping offers several beneﬁts, online

transactions tend to have more signiﬁcant uncertainty

than traditional retail formats (Lee and Tan, 2003).

Online transactions have a risk of fraud, which can

lead to ﬁnancial losses for customers who reduce on-

Setyanta, B., Setyawan, D., Kadi, D., Andari, E., Nurwiyanta, . and Sarumaha, A.

Intention to Online Transaction: Empirical Study on Go-Med Applications.

DOI: 10.5220/0009879201150121

In Proceedings of the 2nd International Conference on Applied Science, Engineering and Social Sciences (ICASESS 2019), pages 115-121

ISBN: 978-989-758-452-7

115

line purchases (D’Alessandro et al., 2012). The per-

ceived risk reduces the willingness of customers to

buy goods over the Internet (Barnes et al., 2007).

Higher perception of risk on the part of customers’

acts as a deterrent to their purchase intentions.

This study will identify the role of trust in the

intention to shop online using the Go-Med applica-

tion. Trust is the perception that the other party

does not behave opportunistically, and that the other

party will pay for the promise (Gefen et al., 2003).

This study divides the trust in high and low trust

groups. Previous research regarding the role of trust

in the context of consumer behaviour was more as

an independent variable (Abbad et al., 2011) (Gefen

et al., 2003)(McKnight et al., 2002). (McCole et al.,

2010) developed a research model of the role of trust

as moderating consumer attitudes, that conceptualize

that customer trust depends on the level of consumer

concern on online purchases. Low customer trust in-

hibits electronic transactions (Dinev et al., 2006).

2 LITERATURE REVIEW

2.1 Intention to Online Transaction

The intention of online shopping is the willingness

of consumers to make online transactions (Pavlou,

2003). The intention of online shopping reﬂects the

customer’s desire to buy a particular product or ser-

vice because the intention is an essential predictor

of actual buying behaviour. The intention of online

shopping is a predictor of customer purchasing be-

haviour, so the higher the aim of online shopping,

the higher the customer’s desire to shop online (Ling

et al., 2010). The purpose is the tendency to take

action or behaviour or something that immediately

precedes actual buying behavior. Aim to use is the

tendency to conduct to keep applying a technology

(Davis, 1989). The desire to add supporting devices,

continue to use computers, and attempt to inﬂuence

other users indicates the level of computer usage. On-

line shopping is a form of e-commerce that allows

customers to buy goods or services directly from sell-

ers through the Internet. Customers ﬁnd products that

are in demand by visiting retailers’ sites directly or

by searching among alternative the online shop using

shopping search engines. The retailer site displays the

availability and price of the same product in various

electronic retailers (Lim et al., 2016). In the context

of online shopping, previous research shows that ser-

vice quality, perceived risk (Nasser et al., 2015) and

trust (Liu, 2012) affects intention. The intention for

online transactions is related to customer experiences

such as information retrieval, a website search, ease of

payment transactions, post-purchase guarantees, and

reliability of the online store.

2.2 Service Quality

E-commerce is a relatively new transaction channel,

the quality of service expected by customers does not

have a concrete form, customers are still looking for

the appropriate form that is expected (Zeithaml et al.,

2002). Online shop faces the challenge of identifying

service quality attributes that are considered by cus-

tomers in online transactions (Yang and Fang, 2004).

E-service quality is an evaluation and assessment

of customers regarding service excellence in elec-

tronic transactions (Zemblyt

e, 2015). Online cus-

tomers thus expect service quality levels to be the

same or higher than traditional channel customers

(Lee and Lin, 2005). Attributes and measures of ser-

vice quality are essential to determine. (Trocchia and

Janda, 2003) identiﬁed that customers consider ﬁve

dimensions of the quality of online store services.

Performance, access, security, sensation, and infor-

mation are attributes that are most considered by cus-

tomers in assessing the quality of online shop ser-

vices.

Service quality compares perceived services and

customer expectations (Gr

onroos, 2001). Superior

service quality if the quality received, is higher than

expected. Highservice quality beneﬁts the online

store because it increases customer purchase intention

(Hartwig and Billert, 2018)(

Ozer et al., 2014)

Previous research on the effect of service qual-

ity on purchase intentions in various backgrounds

indicates that the higher the quality of services of-

fered can increase purchase intention (Purc

area et al.,

2013)(

Ozer et al., 2014)(S

a et al., 2016)

H1: The higher the quality of services provided,

increases the intention of shopping online

2.3 Perceived Risk

There is no agreement regarding the deﬁnition of per-

ceived risk, but many researchers deﬁne the perceived

risk of the results of adverse decisions (Gefen, 2002).

(Barnes et al., 2007)(Gefen, 2002) divided the risk

of online shopping into two concepts, focusing on

the uncertainty of the decision to make a purchase

and the consequences of online purchases. Customers

have different tolerance limits in accepting risk. Per-

sonal characteristics inﬂuence the perceived risk of

customers (Gidycz et al., 2001).

Although customers consider that online shop-

ping offers several beneﬁts, online transactions tend

ICASESS 2019 - International Conference on Applied Science, Engineering and Social Science

116

to have more signiﬁcant uncertainty than traditional

retail formats (Lee and Tan, 2003). The perceived risk

reduces the willingness of customers to buy goods

over the Internet (Barnes et al., 2007). Higher per-

ception of risk on the part of customers’ acts as a de-

terrent to their purchase intentions.

Previous research on the perceived risk in the con-

text of customer behaviour has provided evidence

that perceptions of risk inﬂuence purchase inten-

tions (Barnes et al., 2007) (Liu, 2012) (Mitchell,

1999)(Sweeny et al., 1999). Previous research shows

that perspectives of risk are negatively and signiﬁ-

cantly related to online purchases, if customer percep-

tions of risk are high, then customer attitudes toward

online shopping are low (Barnes et al., 2007)(Liu,

2012) (Mitchell, 1999)(Sweeny et al., 1999)

H2: The higher the risk perception, the lower the

intention of online shopping.

2.4 Trust

The deﬁnition of trust is very diverse, and there is no

single understanding of trust. In conditions of risk,

uncertainty and threat, need trust (Gefen et al., 2003).

(Mayer et al., 1995) deﬁne trust as the willingness of

the other party to accept the risk of another person’s

actions based on the expectation that the other party

performs speciﬁc necessary actions, whether super-

vised or not. One party does not take advantage of the

weaknesses of the other (Barney and Hansen, 1994),

gives the other party the power to take actions that

represent themselves, the perception that the other

party pays an appointment (Gefen et al., 2003) be-

cause other parties have integrity, kindness, and com-

petence (Gefen, 2002).

Trust affects online shopping ((Abbad et al.,

2011), (Gefen et al., 2003). In the context of online

shopping, trust in the online store is essential for cus-

tomers because customers are willing to accept the

risks that occur due to the online store activities (Mc-

Cole et al., 2010). Online transactions have a sig-

niﬁcant risk. Online transactions meet uncertainties,

weak controls, and opportunities for other parties to

cheat (Hoffman et al., 1999). Communication over

the Internet has a greater vulnerability than face to

face communication. The buyer does not have access

to check the product before purchase physically and

has a vulnerability to the security of personal informa-

tion and credit cards (1). Previous research indices the

higher customer trust in online stores, the higher the

intention of online shopping (Liu, 2012). This study

divides the beliefs grouped as high and low. Trust

involves a person’s willingness to behave in a certain

way because of the belief that the other party will give

satisfaction so that the words, promises, or statements

of others can be trusted. Trust is all knowledge held

by customers and all conclusions made by customers

about objects, attributes, and beneﬁts. This under-

standing shows that trust is a subjective assessment of

customers because customer knowledge distinguishes

customer trust. In the context of online shopping, the

difference in the level of trust is the justiﬁcation that

trust moderation customer behaviour.

H3: Trust moderates the effect of service quality

on the intention of shopping online.

H4: Trust moderates the effect of perceived risk

on the purpose of online purchase.

Figure 1: Research Model

2.5 Research methods

This research is causal, which explains the causal re-

lationship between dependent and independent vari-

ables. This research is a cross section that explains the

phenomenon in the study period and does not explain

the phenomenon of the next period. The research

sample 240 was by the requirements of sample ade-

quacy in the structural equation model test. The pop-

ulation in this study were individuals who had the in-

tention to shop online in Greater Solo. Sample collec-

tion uses the random sampling method. To increase

the rate response, wait for the respondent to answer

all questionnaire questions and take them directly.

3 RESULT AND DISCUSSION

Table 1: Descriptive Test

Variable Mean

Service Quality 3.7

Perceived Risk 3.6

Trust 2.4

Intention to on-

line transaction

3.1

Intention to Online Transaction: Empirical Study on Go-Med Applications

117

The detailed test results show that the average ser-

vice quality is 3.7, which indicates that the quality

of service in this study is perceived by customers as

good. The service quality of Go-Med is seen to be re-

liable because it is recognized that Go-Med can pro-

vide services as promised, capable of carrying out its

functions as an excellent online shopping application,

serving customers quickly, and being able to under-

stand customer needs.

The Descriptive test results show that the average

of perceived risk is 3.6, indicating that customers have

a perception that shopping through the Go-Med appli-

cation faces risks. Customers have an impression that

spending on using the GoMed application faces the

threat of the drug brand being delivered not according

to the order, the amount of drug given is not according

to the rule, the medication ordered cannot be served,

thecustomer has a perception that the price is higher

than the pharmacy.

The detailed test results show that the average

of trust is 2.4, indicating that customers have a per-

ception that spending through the GoMed application

faces low customer trust. Customers know that the

Go-Med use does not provide products according to

order, does not have a favourable price, does not have

a complete product, and does not fulﬁl customer or-

ders. The detailed test results show that the common

intention to the online transaction is 3.1, indicating

that customers have the plan to online purchase and

if they need to buy drugs, they will use the Go-Med

application.

Table 2: Results of the Regression Test Before Moderation

β S.E. C.R

Intention

to on-

line

transac-

tion

← Service

Quality

0.217 1.163 1.988

Intention

to on-

line

transac-

tion

← Perceived

Risk

0.092

0.148 2.104

The research model test was conducted by ana-

lyzing the signiﬁcance level of the effect of indepen-

dent variables on the dependent variable based on the

C.R. value (z-count) greater than or equal to the z-

table value (z-count ≥ z-table). The z-table value at

the 5% signiﬁcance level is 1.96.

This study develops a research model to test the

effect of service quality on buying intention in the

context of online shopping. The regression test results

before moderation indicate that service quality has a

positive and signiﬁcant effect on the intention of the

online transaction using the GoMed application (β =

0.217; C.R. = 1.988).

The results of the regression test before modera-

tion indicate that service quality has a positive and

signiﬁcant inﬂuence on the intention of online trans-

actions using the Go-Med application. This study

supports Hypothesis 1, which indices that the higher

the quality of service, the higher the intention to pur-

chase online. The results of this study are support

with previous studies showing that service quality has

a positive and signiﬁcant effect on intention to shop

online (Purc

area et al., 2013)(

Ozer et al., 2014)(S

et al., 2016).

The analytical result from this study indicates that

overall service quality affects the customer’s intention

to conduct online transactions using the Go-Med ap-

plication. The analytical results indicate that service

quality is the driver of the intention to buy for health

products using the Go-Med application. Service qual-

ity is an essential variable in customer behaviour. In-

creasing positive behaviour towards online shopping

can be done by providing superior quality services (Li

and Suomi, 2009). Increasing positive behaviour to-

wards online shopping can be done by providing su-

perior quality services (Li and Suomi, 2009). Supe-

rior service quality can improve online store competi-

tiveness compared to competitors. Service quality has

a role as essential in maintaining longterm relation-

ships with customers, building customer loyalty, and

encouraging repeat purchases (Li and Suomi, 2009).

Service quality has an impact on determining the fail-

ure and success of the online business. Increasing

positive behaviour towards online shopping can be

done by providing superior quality services (Li and

Suomi, 2009). This study indicates that the relation-

ship between service quality and intention for online

transactions leads to relationships that have a positive

and consistent effect because being tested on differ-

ent backgrounds has the same relationship direction.

This ﬁnding has a contribution in designing marketing

strategies to increase the intention of online shopping

by considering service quality.

The regression test results before moderation in-

dicate that the perception of risk has a negative in-

ﬂuence and signiﬁcance on the intention for online

transactions (β = -0.092; C.R. = 2.104). The results

of this study support.

Hypothesis 2, which shows that the higher the risk

perceived by customers, reducing the intention to on-

line transactions using the Go-Med application. Con-

sumer behaviour in shopping tends to avoid risk and

choose proﬁtable shopping. The negative inﬂuence

of risk perceptions on online transaction intentions

ICASESS 2019 - International Conference on Applied Science, Engineering and Social Science

118

supports previous research that shows that risk per-

ceptions have a negative and signiﬁcant inﬂuence on

the intention of online shopping (Mitchell, 1999)(Teo,

2002) (Sweeny et al., 1999).

This research is consistent with previous research

that the perception of risk and intention for online

transactions is negatively related even though tested

on different backgrounds has the direction of the re-

lationship in line. To design effective strategies to in-

crease the intention of online transactions can con-

sider reducing the potential losses paid by customers.

If the customer has a risk perception that is too

high, the customer tends to delay the transaction and

choose a store that provides security guarantees that

reduce the risk because the perceived risk is an es-

sential variable in purchasing decisions (Salam et al.,

2005). To reduce perceived risk, the online store

needs to maximize service effectiveness, improve the

timeliness of delivery, provide a guarantee of pur-

chase guarantees and guarantee security standards.

Research by(Salam et al., 2005) indicates that ﬁnan-

cial incentives reduce perceived risk. Online stores

can minimize the risk that consumers feel by offering

products at competitive prices.

Table 3: Results of the Regression Test Before Moderation

High Trust Low Trust

β S.E. C.R. β S.E. C.R.

Inte

ntion

on-

line

trans-

ac-

tion

Serv

ice

Qual-

ity

0.2

0.1

2.81 0.13 1.5

2.11

Inte

ntion

on-

line

trans-

ac-

tion

Perc

eived

Risk

0.0

0.1

1.04 -0.

0.1

2.1

difference in chi square test (∆χ2) = 632.465

-601.662 = 30.803 difference of df (∆df) = 704 -672

= 32 chi square table (32;0,05) =42,585 chi square

table (χ2) > difference in chi square test (∆χ2) The

Constrained model is signiﬁcantly different from the

Unconstrained Model

The regression test results based on the multi-

group method after being moderated by the trust (see

table 3) shows that in the high trust group, service

quality has a positive and signiﬁcant effect on the in-

tention to the online transaction (β = 0.256; C.R. =

2.81). The ﬁndings indicate that in the high trust

group, there is a phenomenon that tends to be that ser-

vice quality affects the intention of the online transac-

tion.

In the low trust group, service quality had a pos-

itive and signiﬁcant effect on the intention of online

transaction (β = 0.13; C.R. = 2.11). The ﬁndings indi-

cate that in the low trust group, there is a phenomenon

that tends to be that service quality affects the inten-

tion of the online transaction.

Multi-group regression test results in high and low

trust groups; in fact, there are differences in the effect

of service quality on the intention to conduct online

transactions. Statistical tests show that the chi-square

table (χ2)> chi-square count (∆χ2) so that the effect

of service quality on intentions for online transactions

in the high and low trust groups is indicated to differ

signiﬁcantly. Trust moderates the importance of the

quality of service online purchase plans in the high

and low trust groups. The results of the moderation

test support Hypothesis 3, a trust that moderates the

effect of service quality on the intention of shopping

online.

The ﬁnding indicates that service quality in high

and low trust groups affects online purchase intention.

The results mean that in high and low trust groups,

both consider the performance of products and ser-

vices during the process and postpurchase. Ease of

access to online stores is essential because it makes

it easier for customers to ﬁnd and surf. The security

of personal data and the possibility of loss during the

purchase and post-purchase process are essential con-

siderations for the customer. A pleasant and memo-

rable experience during the buying process forms pos-

itive customer behaviour. The completeness and ac-

curacy of product information offered to make it easy

for customers to choose the product to be purchased.

The results of the multi-group regression test showed

that there were signiﬁcant differences between high

and low trust groups. Further tests on different condi-

tions are needed so that the concepts hypothesized in

this study can be applied more broadly regarding the

different objects and background of the study.

The regression test results based on the multi-

group method after being moderated by a trust (see

table 3) shows that in the high trust group, perceived

risk has a positive and signiﬁcant effect on the in-

tention to the online transaction (β = -0.063; C.R. =

1.04). The ﬁndings of this study indicate that in the

high trust group, there is a phenomenon that tends to

be that service quality no affects the intention of the

online transaction. Whereas in the low trust group, the

fact was that the perception of risk had a signiﬁcant

Intention to Online Transaction: Empirical Study on Go-Med Applications

119

adverse effect on the intention of the online transac-

tion (β = -0.27; C.R. = 2.147). The ﬁndings of this

study indicate that in the low trust group, risk percep-

tions of the intention to online transaction tend to lead

to negative and consistent phenomena. The higher the

risk perception, the purpose of the online purchase is

getting lower. From the results of the multi-group re-

gression test on high and low trust groups, the fact is

that there are differences in the inﬂuence of risk per-

ceptions on the intention to online transaction. This

is supported by the fact that chi-square table (χ2)¿

chi-square difference count, so that the inﬂuence of

risk perceptions on intention to online transaction in

high and low trust groups is indicated to differ signif-

icantly, or in other words that trust moderates the im-

portance of perception risk of purpose to online pur-

chase at high and low trust groups. The results of the

moderation test indicate that H4 is supported.

The test results in this study indicate that in the

high trust group, risk perception does not affect the in-

tention of shopping online. Customers who have high

trust in online stores minimize perceived risk. Mini-

mize perceived risk by increase integrity in carrying

out their business. An online store that has kindness

by not taking proﬁts that harm its customers. Online

stores that pay as promised and have the competence

to run their businesses will increase trust.

On the other hand, customers who have low trust

tend to doubt the competence of online stores in

running their businesses. Online stores that fail to

pay their promises will reduce customer trust so the

chances of getting losses increase. Customers who

are known to take higher proﬁts have an impact on

customers’ perceptions of ﬁnancial losses. This study

provides an understanding that to reduce perceived

risk, online stores need to develop strategies to in-

crease customer trust.

The results of the multi-group regression test

showed that there were signiﬁcant differences be-

tween the high and low trust groups that supported the

research hypothesis. To test the generalization of re-

search concepts, it requires further testing in different

conditions to ﬁnd out the consistency of the research

concepts in different backgrounds and contexts.

4 CONCLUSIONS

The ﬁndings indicate that before trust differentiates

the intention of online shopping, service quality, and

risk perception inﬂuence online purchase intentions.

After dividing the high and low trust groups, in

the low trust group, service quality and risk percep-

tion inﬂuence the intention of online shopping. In

the high trust group, online buying intention is not

affected by perceived risk. High trust groups do not

feel the opportunity to lose on online shopping be-

cause customers know the beneﬁts and advantages of

online shopping that can minimize perceived risks.

This study focuses on high and low trust; previ-

ous research has not explained the moderation of trust

in the online transaction intention model. The ques-

tion in the questionnaire of this study is the Indone-

sian context. The ﬁnal theoretical implications in this

study indicate that trust is proven to moderate the in-

tention of online transactions.

The internet has increased transactions between

sellers and customers virtually. In the context of on-

line shopping, trust is essential for customers to ac-

cept the risks that occur related to transactions. Min-

imizing risk needs to be done by online stores to in-

crease transactions.

This study implies that to increase customer pur-

chase intention, online stores must develop marketing

strategies taking into account the quality of service.

Online stores can pay dearly for the attributes of ex-

cellent service quality. This study made an essential

contribution to the role of trust in moderating service

quality and perceived risk towards the intention of on-

line shopping.

Further research is needed to test the generaliza-

tion of research concepts in the context of the inten-

tion to buy online and in other contexts. Future re-

search is also needed to examine the role of trust in the

online transaction by considering the role of knowl-

edge (Gefen et al., 2003) and the level of customer in-

volvement (Delgado-Ballester and Munuera-Aleman,

2014) on trust.

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