Trust, Risk, Perceived Usefulness, and Ease of Use on Intention to

Online Shopping Behavior

Aprilivianto, Dyah Sugandini, Mohamad Irhas Effendi

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Trust, perceived risk, perceived usefulness, perceived ease of use, online shopping

Abstract: This study aims to analyze the influence of trust, risk perception, perceived usefulness, and perceived ease

of use together with buying interest online. This research is a quantitative study with an active student

population in the Special Region of Yogyakarta University. The sampling technique uses a purposive

sampling method with a sample size of 200 people. Data collection techniques using a questionnaire that has

been tested for validity and reliability. The data analysis technique used is the Multiple Linear Regression.

The results of this study indicate that trust, risk perception, perceived usefulness, and perceived ease of use

have a significant effect on the intention to buy online shop.

1 INTRODUCTION

Today, advances in technology and information are

experiencing very rapid development. The internet

has become one of the media facilities for social

interaction that is widely used today. The internet

connects one person to another, providing

information, as a means of entertainment, and as a

means of communication. But not only that, now the

internet raises a new phenomenon in the process of

buying and selling goods and services. Only by

opening a website, buyers can already see the

products offered. The ease of accessing the internet

gave birth to e-commerce, which has now become a

choice in shopping (Internet World Stats, 2018).

According to Internet World Stats (2018), in an

article with the headline InternetStatistics

Growthseen a significant increase in the growth of

internet users in the last five years, wherein

December 2014, there were 3.079 billion users,

equivalent to 42.4% of the human population. In

December 2015, there were 3.366 billion users,

equivalent to 46.4% of the human population. This

number continues to increase until, in June 2018,

there were 4,208 billion active internet users where

this number has touched 55.1% or more than half of

the total human population living on Earth.

In Indonesia alone, the number of internet users

continues to increase from year to year. Based on

data from the results of a survey conducted by the

Indonesian Internet Service Providers Association

(APJII) is 2017, the number of internet users in

Indonesia reached 54.68% of the total population of

Indonesia. The composition of internet users in

Indonesia is 51.43 percent male and 48.57 percent

female. Whereas, based on age, it is dominated by

internet users in the productive age range of 19-34

years, which is equal to 49.52%. Buying and selling

applications online become one of the services that

are often used by internet users in Indonesia. 32.19%

of services accessed by the people of Indonesia are

for purchasing goods, and 8.12% selling goods

online.

Along with the increasing use of the internet and

technology, several electronic media have emerged

that use it for business activities, which became

known as Electronic Commerce or e-commerce.

Sugandini et al. (2018a) revealed that e-commerce

refers to the use of the internet and websites to

conduct business transactions between organizations

and individuals. In Indonesia, e-commerce is

experiencing very rapid growth and is causing

Indonesian people to become interested and

interested in using e-commerce services.

One of the most important variables in

conducting online transactions is trust. According to

Koufaris & Hampton-sosa (2004), consumer trust in

e-commerce is one of the key variables in buying

and selling online (Sugandini et al., 2018b). Trust

has become the most important element in the

success of e-commerce. E-commerce companies

must build high trust in consumers to be interested

in making transactions through their sites. With the

trust of consumers in e-commerce companies, it is

Aprilivianto, ., Sugandini, D. and Effendi, M.

Trust, Risk, Perceived Usefulness, and Ease of Use on Intention to Online Shopping Behavior.

DOI: 10.5220/0009963302510256

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 251-256

ISBN: 978-989-758-471-8

251

expected to increase buying interest in e-commerce

companies.

Online buying interest is also influenced by the

perceived risk perceived by consumers. Kim et al.

(2008) define risk perception as consumer beliefs

about the potential for uncertain negative outcomes

from online transactions. According to Engel et al.,

(1995), the greater the risk perception, the greater

the possibility of consumer involvement in

purchases. If the realized risk is very high, the

consumer has a choice whether to avoid buying and

using it altogether or minimize the risk through the

search and evaluation of pre-purchase alternatives.

In addition to the problem of trust and risk

perception, the use of information systems is an

important problem faced by e-commerce users. One

theory related to the use of information systems is

the TAM (Technology Acceptance Model).

According to Andryanto (2016) and Sugandini et al.,

(2018a), TAM is an information systems theory

designed to explain how users understand and use

information technology. Also, TAM considers the

adoption of technology by the user to be determined

by two perceptions, namely the perceived usefulness

and perceived ease of use. Perceived usefulness to

the context of online shopping refers to the extent to

which consumers feel that shopping at web-based

stores will enhance their shopping experience (Wen

et al., 2011). The definition shows that perceived

usefulness will influence the decision-making

process.

The main reasons why people shop or do not

shop online are the factors of trust (trust) on the

shopping site in question, and the ease of applying

the shopping site (Mayer et al., 1995). Ease of use is

the extent to which consumers feel the ease of

interaction with e-commerce websites and can

receive product information that they need (Wen et

al., 2011; Cho & Sagynov (2015). Based on the

explanations described in this background, this study

aims to analyze the influence of trust, risk

perception, perceived usefulness, and perceived ease

of use on online buying interest (sugandini et al.,

2018a).

2 LITERATURE REVIEW

2.1 Intention to Online Shopping

Behavior

Kinnear and Taylor (1995) define consumer

intention to buy as a component of consumer

behavior in consuming behavior, respondents'

tendency to act before buying decisions are correct

The purchase intention is an impetus that arises in a

person to buy goods or services in order to meet

their needs (McCarthy, 2002; Cho & Sagynov

(2015). Schiffman and Kanuk (2004) explain that

external influences, awareness of needs, the

introduction of products, and alternative evaluations

are things that can lead to consumer buying interest.

2.2 Trust

According to Mowen and Minor (1997), consumer

trust is all knowledge owned by consumers and all

conclusions made by consumers about objects,

attributes, and benefits. Ba and Pavlou (2002) define

trust as an assessment of one's relationship with

others who will carry out certain transactions by

expectations in an environment that is full of

uncertainty. This definition includes two important

attributes of trust: (1) expectations of trust include

the possibility of mutually beneficial results, (2)

uncertain environment indicates that the delegation

of authority from one party to another may have an

adverse effect on the deposit (Ba and Pavlou, 2002).

In the context of the e-commerce environment,

the role of trust is more important than the

traditional business due to the increased uncertainty

caused by the distance factor and impersonal other

(Wen et al., 2011; Cho & Sagynov (2015). The

success of the transaction on the internet to be

influenced by the presence of variable trust (Pavlou,

2003; Sugandini et al., 2018a; 2018b) Customer

trust is the basis of consumers in making a purchase,

especially in shopping online, Koufaris and

Hampton Sosa (2004) state that consumer trust in e-

commerce is one of the key factors in buying and

selling. Online. Faith has become the most important

element in the success of e-commerce. Therefore,

there must be mutual trust between seller and buyer

(Gefen, 2002; Sugandini et al., 2018b). With trust

will grow the interest of consumers to make buying

and selling activities online (Suh et al., 2015)

H1: Trust affects of intention to online shopping

behavior

2.3 Perceived Risk

Perceived Risk is defined by Olglethorpe (1994) as

consumers' perceptions of uncertainty and negative

consequences that may be received from the

purchase of a product or service. Mowen and Minor

(1997) define perceived risk as a negative overall

consumer perception of several actions based on an

assessment of negative results and the likelihood

that the results will occur. This definition includes

two main concepts: the negative outcome of a

decision and the probability that the outcome will

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

252

occur (Sugandini et al., 2018b). Kim et al. (2008)

define perceived risk as consumer beliefs about the

potential for uncertain negative outcomes from

transactions online. Kim et al. (2008) and Sugandini

et al. (2018a) state that consumers pay attention to

the risks faced when intending to conduct

transactions online so that it will negatively affect

consumers' intention to online shopping behavior.

H2: Perception of risk effects of intention to online

shopping behavior

2.4 Perceived Usefulness

Davis's(1989) and Venkatesh and Davis (2000)

define Perceived Usefulness (the perception of

benefits) as a level where someone believes that the

use of a particular system will improve the work

performance of that person). Perceived Usefulness

(PU) refers to a measure where someone believes

that using a particular system can improve the

performance of his work. Perceived usefulness of

having an important role in shaping the attitude

toward using (the attitude in use) and behavioral

intention to use (use of interest). According to Kim

et al., (2008); Cho & Sagynov (2015); Hasan,

Harun, Shaffran, Rashid (2015), perceived

usefulness are consumer beliefs about the extent to

which it will be better than transactions online with

certain websites. According to Adams et al. (1992),

most of the acceptance of information system users

are driven by perceived usefulness/benefits. The

perceived usefulness can be considered as a

subjective probability that the application of new

technology will improve the way the user completes

the given task (Davis, 1989; Sugandini et al.,

2018a).

H3: Perceived usefulness effects of intention to

online shopping behavior.

2.5 Perception of Ease of Use

Davis (1989) defines perceived ease of use as "the

degree to which people believe that using a

particular system would be free of effort." Ease of

use is defined as a level or condition in which a

person believes that the use of a particular system

will be free of effort. Ease of use refers to the user's

perception of the process towards the end of

transaction online, and ease is how easy it is to use

the internet as a means of buying and selling online

(Monsuwe et al., 2004). According to Wen et al.,

(2011); Cho & Sagynov (2015); Hasan, Harun,

Shaffran, Rashid (2015) perceived ease of use is the

extent to which consumers feel the ease of

interaction with e-commerce websites and can

receive product information that they need. The

intensity of use and interaction between the user

(user) with the system can also show the ease of use

(Adams et al., 1992).

H4: Perceived ease of use affects the intention of

online shopping behavior.

3 RESEARCH METHOD

This study was included in the quantitative research.

Which is based on the philosophy of positivism?

This study with student respondents in the Special

Region of Yogyakarta. The sampling technique used

is Non-Probability Sampling. Non Probability

Sampling with criteria for students who have

shopped online. Assessment of respondents uses a

Likert scale with intervals of 1-5. Data Analysis

Techniques used in this study are Multiple Linear

Regression. F-test, according to Ghozali (2011), is

used to indicate whether all independent variables

included in the research model have an influence

simultaneously or together on the dependent

variable. This decision is made based on a

comparison of the calculated F value by looking at

the level of significance, then comparing it with a

predetermined significance level (5% or 0.05).

4 RESULTS

4.1 Characteristics of Respondents

The characteristics of respondents observed in this

study include gender, age, majors, income/allowance

per month, and many online shopping transactions.

A description of the characteristics of respondents is

presented as follows in table 1.

Table. 1 Characteristic of Respondents

Gender Percentage

(%)

Men 56%

Women 44%

Age

19 to 20 Years 7%

21 to 22 Years 52%

23 to 24 Years 41%

Origin of: UGM 30%

UPN 42%

UIN 11%

UNY 17%

Allowance Per Month

<Rp 1,000,000 35%

Rp 1,000,000 to Rp 2,000,000 46%

Trust, Risk, Perceived Usefulness, and Ease of Use on Intention to Online Shopping Behavior

253

> Rp 2,000,000 19%

Amount of online shopping

1 time 33%

2 to 3 times 46%

4 to 5 times 7%

> 5 times 14%

4.2 Multiple Linear Regression

Analysis

The results of testing multiple linear Regression

models for variables that affect intention to online

shopping behavior can be seen in table 2.

Table 2. Results of Regression

MODEL

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

Constant -0.742 2.245 - 0.330 0.740

Trust (X1) 0.435 0.117 0.454 3.720 0.000

Risk (X2) 0.194 0.083 0.144 2.345 0.021

PU 0.359 0.105 0.412 3.417 0.001

PEU ( X4) 0,287 0,117 0,148 2,459 0,016

Dependend variable: Intention to online shopping behavior

From the results of the regression analysis we

can find out the multiple regression equation as

follows:

Y = -0.742 + 0.435X1 + (-0.194) X2 + 0,359X3 + 0,287X4

Based on various parameters in the regression

regarding the variables of trust, risk perception,

perceived usefulness, and perceived ease of use that

affect intention to online shopping behavior.

a. F- test

The test aims to determine the effect of all

variables, including variables of trust, risk

perception, perceived usefulness, and perceived ease

use effects of intention to online shopping behavior.

The level of significance for this study was set at

0.05 (5%).

Table 3. F-test

Model Sum of

Square

df Mean

Square

F Sig.

Regression 1015,125 4 253,781 46,577 0,000b

Residual 517,625 95 5,449

Total 1532,750 99

Dependent Variable: Purchase Interest

Based on Table 3, it can be seen that the F value

is 46.577, with a significance of 0,000. Therefore the

significance value is smaller than 0.05 (0,000 <

0.05). The regression model of interest onshore data

is accepted.

b. Test The coefficient of determination (R

)

The coefficient of determination (R

) is used to

determine how far the model's ability to explain

variations in the dependent variable. Test results

shown by Table 4.

Table 4. Test Results from the coefficient of determination

(R2)

Model R R Square

Adjusted

Square

Standard

Error of

the

Estimate

1 0.814 0.662 0.648 2.334

Based on Table 4 can be seen the value of the

coefficient of determination (Adjusted R-square) of

0.648. This means that 64.8% of the variation in

buying interest can be explained by the four

independent variables consisting of trust, perceived

risk, perceived usefulness, and perceived ease of use

while the remaining 35.2% is explained by other

causes or influenced by other variables outside the

independent variable under study.

5 DISCUSSION

The results of this study indicate that trust has a

positive and significant effect on intention of online

shopping behavior. According to Pavlou (2003), the

success of large internet transactions is influenced

by the variable of trust. In transactions e-commerce,

the role of trust is more important compared to

traditional business because it is not met in person.

Consumers will tend to choose sites that they trust to

minimize the potential risk. The results of this study

are in line with research conducted by Suh et al.

(2015), which states that trust influences online

buying interest.

5.1 Perceived Risk and Intention to

Online Shopping Behavior

The results of this study indicate that perceived risk

has a negative and significant effect on buying

interest online. Gefen (2002) shows that consumers

with low-risk perceptions are more likely to engage

in purchasing activities than consumers with high-

risk perceptions. Kim et al. (2008) also show that

perceived risk is an important barrier for consumers

online when they buy products or services on the

Internet. The results of this study are in line with

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

254

research conducted by Ariffin et al. (2015), which

shows that the perceived risk of consumers

influences intention to buy.

5.2 Perceived Usefulness and

Intention to Online Shopping

Behavior

The results of this study indicate that the perceived

usefulness has a positive and significant effect on

buying interest online. Kim et al. (2008) state that

internet consumers make purchases on websites

because of perceived usefulness (for example,

increased comfort, cost savings, time savings,

increased variety of products to choose compared to

traditional shopping). The results of this study are in

line with research conducted by Hasan et al. (2015),

which shows that the perceived usefulness affects

the online buying interest.

5.3 Perceived Ease of Use and

Intention to Online Shopping

Behavior

The results of this study indicate that the perceived

ease of use has a positive and significant effect on

buying interest online. Davis (1989) defines the ease

of use as a level or condition where someone

believes that the use of a particular system will be

free of effort. The ease of applying shopping sites is

one of the reasons why people make purchases

online (Mayer et al., 1995). The results of this study

also support research conducted by Hasan et al.

(2015).

6 CONCLUSIONS

Based on the results of the analysis and testing of

hypotheses on online consumers in the Special

Region of Yogyakarta, it can be concluded as

follows: Trust, perceived risk, perceived usefulness,

and perceived ease of use together have a significant

effect on the intention to online shopping behavior.

Trust has a positive and significant effect on

intention of online shopping behavior. Risk

perception has a negative and significant effect on

intention of online shopping behavior. Perceived

usefulness has a positive and significant effect on

the intention of online shopping behavior. Perceived

ease of use has a positive and significant effect on

the intention of online shopping behavior.

7 SUGGESTION

The trust variable is known to have a dominant

influence because it has the Standards Coefficients

Beta's highest value of 0.454. So it is better to

increase online consumer trust that can be done by

minimizing the possibility of fraud that can be

detrimental to consumers such as improving security

systems, improving after-sales service, and making

sure the product matches what is displayed on the

site. Online consumer trust about the accuracy of

fulfilling promises and commitments has the lowest

average value of the item (3.43), so online shopping

users should improve their systems and services,

such as securing transactions, speeding up the

delivery process, receiving complaints from

consumers, and disconnecting sellers who cheated.

This is because trust is the basis for consumers to

make a purchase, especially in shopping online. The

perceived risk with transaction security to protect

consumer privacy and to guarantee further improved

to avoid the possibility of fraud. Online sellers are

expected to provide clear and complete information

about products, sellers, after-sales services, and all

matters relating to online transactions.

ACKNOWLEDGMENT

We are thankful for the Directorate of Research and

Community Service, Ministry of Research and

Technology of the Republic of Indonesia (Direktorat

Riset dan Pengabdian Masyarakat – Kementerian



Riset, Teknologi dan Pendidikan Tinggi) for funding

this study in the Thesis Research Grant scheme

(Skema Hibah Tesis Magister) 2019. We are also

thankful for LPPM UPN Veteran Yogyakarta as the

institution that gave the approval to conduct this

research.

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