Disertasi

The role of trust and commitment in moderating the effect of consumer purchase intention on online shopping behavior / Devi Oktabrianti Anugerah WIbawati

Abstrak
The study examines the influence of consumer purchase intention on online shopping behavior focusing on how trust and commitment moderate this relationship. It explores how consumers especially Gen Z use online shopping platforms in relation to their purchase intentions and subsequent behavior. This research employs Structural Equation Modeling (SEM) with Partial Least Squares (PLS) as the analytical technique. By utilizing SEM-PLS the study aims to comprehensively examine the relationships among variables and assess the moderating role of trust and commitment in consumer purchase intention and online shopping behavior. SEM-PLS enables the exploration of complex interactions and provides robust insights into the dynamics of consumer behavior in online retail environments. This methodology allows us to understand the interplay between purchase intention trust commitment and shopping behavior offering valuable insights for academia. The study involved 386 respondents who participated in the data collection process through the questionnaire. This sample size provides a substantial data pool for analysis allowing for a robust examination of the relationships among the research variables and ensuring statistical reliability. The sizable respondent pool enhances the generalizability of the findings. It strengthens the validity of the study s conclusions regarding the role of trust commitment and purchase intention in influencing online shopping behavior. The research findings show that the measurement model for each latent variable has met SEM-PLS testing by eliminating those that fail to meet the criteria. The structural model found has been proven to be model fit. The testing of measurement and structural models has been discussed comprehensively in the dissertation. The findings reveal that conformity bias herd behavior hedonic motivation price value commitment and trust significantly influence online shopping behavior. Specifically conformity bias herd behavior and hedonic motivation significantly affect both consumer purchase intention and online shopping behavior. Price value significantly impacts online shopping behavior but not consumer purchase intention while habit has no significant influence on either. Commitment and trust are significant influencers of online shopping behavior but do not moderate the relationship between consumer purchase intention and online shopping behavior. Additionally consumer purchase intention does not significantly influence online shopping behavior. These results highlight the complex dynamics of consumer behavior in online shopping environments and offer valuable theoretical insights in the realm of behavioral economics shedding light on concepts such as irrationality conformity bias and herd behavior. The writer suggests that economic education should include a comprehensive study of behavioral economics to help students understand the psychological factors influencing consumer behavior. Topics such as conformity bias herd behavior hedonic motivation and the impact of trust and commitment can provide valuable insights into real-world economic activities.

Informasi Detail

DDC

Rd 658.8343 WIB r

Prodi

Universitas Negeri Malang. Program Studi Pendidikan Ekonomi, 2024.

Deskripsi Fisik

xxii, 245 lembar : ilus. ; 30 cm

Bahasa

No Reg

00096/RD/24

Edisi

Desertasi (Pasca sarjana) - Universitas Negeri Malang 2024

Subjek

1. KONSUMEN - MINAT MEMBELI
2. BELANJA ONLINE
3. CONSUMERS - BUYING INTEREST

Pembimbing

1. Prof. Dr. Ery Tri Djatmika Rudijanto Wahju Wardhana, M.a., M.si;2. Dr. Hari Wahyono, M.pd;3. Prof. Dr. Imam Mukhlis, S.e., M.si

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