The Effect of Trust, Perceived Risk, Perceived Benefit and Cost On Customer Online Purchase Intention (An Empirical Study At
Accounting Students of Brawijaya University and Muhammadiyah University of Malang)
Lita Widya Rahayu
Supervisor: Lutfi Harris, M.Ak., Ak.
International Undergraduate Program in Accounting, Faculty of Economics and Business, Brawijaya University
Jl. Mayjen Haryono 165, Malang 65145, Indonesia Telp. 0341-555000 (Hunting), 551396 Fax 0341-553834
E-mail: [email protected], Website: http://www.feb.ub.ac.id
Abstract
The use of internet and e-commerce in Indonesia grows continuously. The Internet has changed the consumer behaviour in meeting their needs. Therefore, this study aims to examine the factors affecting customer’s online purchase intention to use e-commerce. This research is conducted at Economic and Business faculty of Brawijaya University and the University of Muhammadiyah Malang using a survey method. The independent variables of this study are trust, perceived risk, perceived benefit and cost. Purchase intention to use e- commerce in online shopping is the dependent variable. Partial Least Square (PLS) is used to test the hypothesis in First Order Construct (FOC) with the samples of 340 respondents. The results of this model analysis show that trust, perceived risk, perceived benefit has a positive effect on customer’s online purchase intention to use e-commerce. However it is found that cost negatively affects costumer’s online purchase intention to use e-commerce. Therefore, customer’s online purchase intention will determine the customer decision to conduct transaction or not. The implications of the research are relevant for management and system developers toconsider intention, trust, perceived risk, perceived benefit in applying and developing e-commerce transaction.
Keywords: Trust, Perceived Risks, Perceived Benefit, cost, e-commerce
Introduction
The advancement of information technology grows very quickly and rapidly. This trend is inevitable as information technology has a significant impact on human’s activities.
The advancing development information technology makes internet becomes an essentials way to communicate, and even trading (online trading). In term of trading, internet has given fundamental changes. It provides a lot of convenience and helps people to interact, communicate, and even conduct business transactions with other people from all around the
world with low cost, fast and easy. Internet can be regarded as the media find all the information at this time. Internet became one of opportunities for business to business and business to consumer e-commerce transaction across borders. That is one way for manufacturers or companies to introduce goods or products to the public (Terzi, 2011).
Sukoharsono (2012) define that Implementation the role of Information Technology Application in life is enormous. One of them is in the world of commerce, information technology used for electronic commerce or known as E-Commerce. A form of electronics business transaction via internet (E-commerce) has been introduced in Indonesia by several companies. E-Commerce is a system to perform electronic business transaction using internet as the primary medium. Began from small to large industry, consumers are given the ease of online transactions with no barriers of time or distance.
There are several obstacles often faced in online business includes cases such as a buyer is not easily trust the products offered via website and the number of fraud in online business makes consumer confidence are lacking. The fraud cases are usually happen to the money transfer, undelivered product, or the quality of the product. Nevertheless, obstacles in the use of e-commerce cannot be avoided, but the public demands keep increasing.
Consumer’s trust will increase on online shopping, if the internet vendors provide trustful medium that can support the process of the transaction. Therefore, the trust becomes a major driving factor in the survival and progress of the online business. Improved security is a very important method to gain the trust of consumers. In addition, the external environment factors influencing online transactions is the recognition of third parties such as testimonials from other internet user and the laws ensuring the online transaction security. These two factors can minimize the risk in e-commerce and increase consumer’s confidence in internet shopping.
Besides all those deficiency, the usage in online transaction; there are convenience and suitability. Business people must be able to observe and understand what is needed and desired by consumers, so that consumers can trust and re-purchase the goods from online vendor. In doing online transaction, customers just need to order and pay the goods by transferring money through bank account.
Based on presented phenomena, researcher intends to conduct research on factor that affects of individuals intention for online purchases using e-commerce. This research incorporates variables from two previous studies discussed earlier, namely research by Kim et al. (2007) and Delafrooz et al. (2012). Kim et al. (2007) used the trust, perceived risk, and perceived benefit in research. While the dependent variable, namely the intention and behavior of the use of e-commerce systems. But the researchers do not examine the behavior of the users of e-commerce and only studied the intentions of the e-commerce system, regarding several factors that affect the interests towards for online purchase using E- commerce. While Delafrooz et al. (2011) used the cost of perceived behavioral control as factors that influence customer trust online shopping. So, the trust, perceived risk, perceived benefit, and cost are the independent variable, while the intention of the use e-commerce system is the dependent variable. The difference of this study with Kim et al. (2007) and Delafrooz et al. (2012) research are the context which is in Indonesia and sample used in this study are students in Brawijaya University and Muhammadiyah Univeristy of Malang. This sample is chosen because Brawijaya University considered active role in the use of technology included in the transaction semester tuition payment through the online system, purchasing tickets via the online system, the sales and purchasing through the online system.
In addition it offers smartphone increasingly sophisticated with the specifications and internet
services is growing moreover there is WIFI everywhere, causing students are reluctant to make transactions using the traditional system while in Muhammadiyah University of Malang provides their students with free hotspots that encourage customer conducting transactions through the Internet (e-commerce).The information of service availability in UMM is enough to do online trading (e-commerce). E-commerce activities can already be seen directly, which is based on sources obtained through search engines (google).
The purpose of this study is to examine the effect of trust, perceived risk, perceived benefit and cost on the customer online purchase intention in the use of e-commerce in Brawijaya University and Muhammadiyah University. The details of the research purpose are: to analyze the effect of trust on the customer online purchase intentions in the use of e- commerce, the effect of perceived risk on the customer purchase intention in the use of e- commerce, the effect of perceived benefits on the customer purchase intention in the use of e- commerce, and the effect of cost on the customer online purchase intention in the use of e- commerce.
Literature Review and Hypothesis Development Related Literature
This study refers to the previous researcher Kim et al. (2007) in Singapore concerning some perceptions that influence the intention of e-commerce systems and Delafrooz (2011) in Malaysia concerning several perceptions affect the intention to make transactions using e- commerce system. The previous researchers conducted the research on some perceptions effect on the intention to make transactions using e-commerce systems, but this study is conducted in Indonesia, at the University of Brawijaya.
Based on the research conducted by Kim et al. (2008) used the Theory of Planned Behavior (TPB) using trust, perceived risk, and perceived benefit as independent variable, while the dependent variable, namely the intention and behavior of the use of e-commerce systems. But the researchers did not examine the behavior of the users of e-commerce and only study the intentions of the e-commerce system, regarding several factors that affect the interests towards for online purchase using E-commerce. The current research, the researchers also do not use a variable perception of behavioral control to determine the intention of transactions using e-commerce system. While Delafrooz et al. (2011) uses independent variables to test whether perceived behavioral control affect the intent to transact online, namely: self-efficacy, prior experience, cost, accessibility, trust, and security. But the researchers only examined the cost of perceived behavioral control whether affect the intent of individual for online purchase using e-commerce and the researchers did not examine self- efficacy, prior experience, accessibility, trust, and security. Researcher also adopts the journal Wu et al. (2012) for independent variable cost question items contained in the questionnaire.
In particular, this study defines the construct of cost as a three component conceptualization (i.e., information searching cost, moral hazard cost, and specific assets investment).
For the first hypothesis, in a previous study according to Kim et al. (2007), the result stated that the intention of the use of e-commerce system encouraged by the trust that has an important role in improving usability in e-commerce system. Trust is the first thought of consumers conducted in conducting online transactions. If consumers do not trust the company providing e-commerce system, consumers will not buy the product. Trust is an important factor that directly have a major influence on purchase intentions. It has been demonstrated in the extant literature that trust beliefs positively influence customer online
purchase intention, among others study conducted by Li et al. (2007), Corbitt et al. (2003), Kim et al. (2007), and Delafrooz et al. (2011).
For the second hypothesis, based on the previous researcher, Mandilas et al. (2013) defined that perceived risk as the extent for customer’s belief about the potential uncertain negative outcomes from the online transaction. Kim et al. (2007) stated that the factor is accepted when considering risk in conducting online transaction. Many people led to uncertainty when the make transaction using e-commerce system. Nazar and Syahran (2008), risks that users face in online transaction are risks of transaction security and the certainty of goods ordered. In this study, the perception of the risk provides a positive and significant effect on individual intention to transact online.
For the third hypothesis, in previous study by Kim et al. (2007) investigated the factors that determine student interest in the use of e-commerce system in Singapore. The results of the research indicate that perceived benefit of having positively effect a costumer’s intention to purchase. Park and Kim (2006) showed that perceived benefit of having a significant effect on user interest e-ticket system. But research conducted by Bhatti (2007) showed opposite results. This study used several variables, one of which is the same perception of the benefits using interest mobile commerce.
For the four hypothesis, according to Delafrooz et al. (2011) Delafrooz et al. (2011), conducting research several factors that affect intention of conduct transactions online. One of them is perceived behavior control. There were 370 conveniently selected respondents in this study, who are from a public university in this state of Selangor, Malaysia because it is generally known to have higher number of internet users. This research showed that cost of have a positive influence on the purchase intention to conduct transactions online. However, Wu et al. (2012) defined the construct of cost as a three component conceptualization (i.e., information searching cost, moral hazard cost, and specific asset investments).
Based on the previous studies mentioned, so the author concluded that the hypotheses used in this research are:
H1: Trust has a positive effect on the customer online purchase intention on the use of e- commerce
H2: Perceived risk has a positive effect on the customer online purchase intention on the use of e-commerce
H3: Perceived Benefit has a positive effect on the customer online purchase intention on the use of e-commerce
H4: Cost has a negative effect on the customer online purchase intention on the use of e- commerce
Research Methodology Sample Selection
Sample taken from this study population were calculate using non-probability sampling by using convenience sampling method. Convenience sampling refers to the collection of information from members of the population who are conveniently available to provide it (Sekaran and Bougie, 2009:276). Convenience sampling is one type of non- probability sampling that prioritizes aspects of ease of sampling, so that researchers can
examine any student in the Accounting Department of the Faculty of Economics and Business, University of Brawijaya and University of Muhammadiyah Malang.
After applying this method, the researcher found that the total samples available for this research are 351counted by slovin formulation.
Variables
Variables used this research is composed from trust, perceived risk, perceived benefit and cost as independent variables and customer online purchase intention on the use of e- commerce as dependent variables.
Table 1: Variables used in the Research Definition Dependent Variables
Intention of Purchase The desire of a person’s intention to make purchase online Independent Variables
Trust Trust of consumers to shop online will determine the consumer’s decision to engage transaction or not
Perceived Risk Conceptualized as the perception of uncertainty that may result during the process of online transaction
Percieved Benefit Consumers internet provides a great incentive to make purchase online
Cost Costs are operating costs that have been paid for conducting online transactions
Data Analysis Model
Analysis of the evaluation of the model in this study is using the program Partial Least Squares (PLS) on First Order Construct (FOC) to test hypothesis testing. First Order construct is a theoretical relationship between latent variables with the estimated parameters or indicators. Evaluation of the model is done with three stages, namely the testing of convergent validity, testing of discriminant validity, and the testing of reliability.
Table 2: Parameter Measurement Model Validity Test in PLS Validity
Test Parameter Rule of Thumbs
Convergent
Loading Factors More than 0,7
Average Variance Extracted (AVE) More than 0,5
Communality More than 0,5
Discriminant
Root AVE and Latent Variable Correlation
Root AVE > Latent Variable Correlation
Cross Loading More than 0,7 in one variable Source: Jogiyanto and Abdillah (2009)
Findings and Discussions Findings
Analysis of the evaluation of the model in this study is using the program Partial Least Square (PLS).
Table 3: Table of Algorithm
AVE Composite
Reliability R
Square Cronbachs
Alpha Communality Redundancy
C 0.51883 0.809777 0.711625 0.51883
I 0.679977 0.863614 0.497777 0.761512 0.679977 0.052155
PB 0.558541 0.790626 0.619199 0.558541
PR 0.654457 0.849955 0.734185 0.654457
T 0.684206 0.866645 0.769925 0.684206
Source: Primary Data
Convergent validity testing is based on the AVE score, communality, and the score of factor loading. Rule of thumb for parameter AVE and communality is more than 0.50, and more than 0.70 for the score of factor loading. Hair et al. (2006) in Jogiyanto and Abdillah (2009) argued that the rule of thumb that is typically used to make the initial examination of the matrix factor is ± 0.30 considered has met the minimum level, for loading ± 0.40 was considered better, and for loading > 0.50 was considered significant practical.
Table 4: Table Outer Loading
C I PB PR T
C1 0.610958
C2 0.695189
C3 0.840567
C4 0.715689
I1 0.859134
I2 0.87881
I3 0.727676
PB1 0.820605
PB3 0.699421
PB4 0.71627
PR1 0.846097
PR2 0.832097
PR3 0.745055
T1 0.841604
T2 0.823966
T3 0.815722
Source: Primary Data
Based on the table 4 above, it can be seen the AVE score and communality in each construct is more than 0.5. Similarly, the outer loading test result in the table Outer Loading 4.4 all indicators have a score above 0.7 even though there is three indicator of the construct of innovation that is less than 0.7 but it is still considered valid because it still has a score of more than 0.5. Thus, based on the processing results, it can be concluded that the convergent validity has been met.
Table 5: Table Cross Loading
C I PB PR T
C1 0.610958 0.178258 0.356269 0.148205 0.047667
C2 0.695189 0.17753 0.329347 0.221527 0.178075
C3 0.840567 0.389162 0.439464 0.36057 0.425728
C4 0.715689 0.3192 0.348729 0.218624 0.190925
I1 0.312481 0.859134 0.504197 0.466588 0.294518
I2 0.318232 0.87881 0.525444 0.565501 0.348246
I3 0.373017 0.727676 0.287173 0.439524 0.14481
PB1 0.440547 0.515004 0.820605 0.458373 0.486401
PB3 0.335847 0.335212 0.699421 0.243921 0.212895
PB4 0.360397 0.318518 0.71627 0.238529 0.228052
PR1 0.33526 0.497732 0.432828 0.846097 0.66433
PR2 0.296517 0.501242 0.401068 0.832097 0.584776
PR3 0.212177 0.452515 0.235171 0.745055 0.416653
T1 0.256237 0.291533 0.403565 0.630703 0.841604
T2 0.33338 0.243903 0.406382 0.540789 0.823966
T3 0.258013 0.271019 0.297622 0.536796 0.815722
Source: Primary Data
After assessing convergent validity, the next step is to measure the discriminant validity. Discriminant validity of the assessment is based on the score of the Cross Loading
>0.7 in one variable or construct.
After a test of construct validity and obtain valid data, the next is reliability testing.
Reliability test is useful to determine whether the instrument in this case, questionnaire can be used more than once, not least by the same respondents will produce consistent data. In other words, instrument reliability to characterize the level of consistency. The reliability test can be done by two methods: Cronbach's Alpha score whose score must be >0.6 and Composite Reliability score that should be >0.7. According to the table 4.3, the entire
variable has a score of Cronbach's Alpha >0.6 and Composite Reliability score >0.7. Based on this, it can be concluded that the data and the results of measurements made are reliable.
After convergent validity, discriminant validity and reliability testing, the next is hypothesis testing. Based on the data processing carried out by the researchers, the data processing in the form of Table Total Effects 4.6
In hypothesis testing, if the coefficient path shown by the T-statistic ≥ 1.64 then the alternative hypothesis can be stated as supported, but if the statistical score of T-statistic ≤ 1.64 then the alternative hypothesis is not supported. From processing the data in Table Total Effects 4.6, can be seen the T-statistic for each construct and determine whether or not the hypothesis is supported.
Table 6: Hypothesis Test Results: Table Total Effects
Source: Primary Data
From the table above, it can be seen that the table 4.6 T-statistic construct trust on the consumer online purchase intention using of e-commerce is 3.994301 which is (greater than score T-table 1.64), It indicates that trust has a positive effect on the consumer online purchase intention. Based on these results it can be stated that Hypothesis 1 is supported.
These results is consistent with research conducted by Li et al. (2007), Corbitt et al. (2003), Kim et al. (2007), and Delafrooz et al. (2011). The research stated that trust has a positive effect on a customer’s purchase intention of using e-commerce system. The majority of respondents who will conduct online transactions will see the trust indicators of the sellers including seller’s honesty through various consumers’ testimony who purchased.
Based on the result in the table 6, the variable of perceived risk on the consumer online purchase intention using of e-commerce is 6.035009 which is (greater than score T- table 1.64). It indicates that perceived risk has a positive effect on the consumer online purchase intention. Based on these results it can be stated that Hypothesis 2 is supported.
This result is not consistent with research conducted by Mandilas et al. (2013) and Kim et al.
(2007), but this result is consistent with research conducted by Nazar and Syahran (2008).
The rise of perceived risk to conduct online transaction is influenced by uncertainty about product and transaction risks (financial risk). Whether the product will match or not with real picture which will be purchased by the customer and risk of transaction securities and certainty for goods ordered.
Original Sample (O)
Sample Mean
(M)
Standard Deviation (STDEV)
Standard Error (STERR)
T Statistics (|O/STERR|) C -> I 0.110709 0.1396 0.083182 0.083182 1.330925 PB -> I 0.341139 0.331245 0.097039 0.097039 3.51549 PR -> I 0.60022 0.587301 0.099456 0.099456 6.035009
T -> I -0.277796 -0.26145 0.069548 0.069548 3.994301
The variable of perceived benefit has a positive effect on the customer online purchase intention on the use of e-commerce. It can be seen that the table 4.6 T-statistic construct perceived benefit on the consumer online purchase intention using of e-commerce is 3.51549 which is (greater than score T-table 1.64). It indicates that perceived benefit has a positive effect on the consumer online purchase intention. Based on these results it can be stated that Hypothesis 3 is supported. This result is consistent with research conducted by Kim et al. (2007) and Park and Kim (2006), but this result is not consistent with research conducted by Bhatti (2007). The majority of respondent internet user perceived many benefits in using e-commerce such as increased convenience, cost savings, time savings, and increased variety of product to select from compared to the traditional mode of shopping.
Cost construct has a negative effect on the customer online purchase intention on the use of e-commerce. It can be seen that the table 4.6 T-statistic construct cost on the consumer online purchase intention using of e-commerce is 1.330925 which is (less than score T-table 1.64). It indicates that cost has a negative effect on the consumer online purchase intention.
Based on these results it can be stated that Hypothesis 4 is not supported. This result is not consistent with research conducted by Delafrooz et al. (2011). But this result is different from research conducted by Wu et al. (2012). The hypothesized relationships among the three cost relates construct and repurchased intention (information searching cost, moral hazard cost and specific asset investments).
Disussion
Based on the above hypothesis testing, it can be seen that the construct of trust has a positive effect on the intention on using e-commerce system, perceived risk has a positive effect on the intention of using e-commerce system, and perceived benefit has a positive effect on the intention of using e-commerce system. However, the construct cost does not have positive effect on the intention on using e-commerce system. The researcher tried to find valid explanation for the results of hypotheses that have been tested. The validity of the discoveries made analysis of related to the journals and research model to support the statement that has been previously disclosed.
For the first hypothesis, the trust factor is closely related to risk perception, because somebody will not trust a thing if it feels that the risk is still possible sizeable. Gefen et al.
(2003), define trust as a willingness to make somebody susceptible to the action taken by those who believe that based on the belief. Trust should be a particularly critical factor in an online context in which the consumer does not have direct control over the action of the vendor. The analysis showed that the trust has a positive effect on the customer online purchase intention on the use of e-commerce. This result is consistent with research conducted by Li et al (2007), Corbitt et al. (2003), kim et al. (2007), and Delafrooz (2011).
This study also showed that students from the Department of Accounting Faculty of Economics and Business Universitas Brawijaya and Universitas Muhammadiyah Malang agree with the trust as important factor in using e-commerce system. Because trust is the key factor that determines the desire of people to choose to use e-commerce system. The higher the trust that exists within every individual, the higher the intention will be individual to use e-commerce system. In addition, trust also closely related to the perception of risk, because someone would not have trusted a thing if it feels that risks that might occur quite large.
Moreover, it is closely related to exchange of classified information, (Saraswati and Baridwan. 2013). The higher the perceived risk to the use of e-commerce system, the level trust in the use of e-commerce system will decrease. Therefore, trust is the key factor
influencing intention to use e-commerce system, if consumers do not believe that consumers will not use the e-commerce system.
The second hypothesis, Pavlou (2003) risk perception is considered an important obstacle for consumers who are considering whether to make a transaction online business or not. In trading, especially in terms of buying and selling through the internet or online media, buyers or consumers will definitely raise perception of the risk of either positive or negative, and profitable or not. According to Nazar and Syahran (2008), the risk perception is the level of uncertainty that must be covered by the consumers when doing transaction online. The analysis showed that the perceive risk has a positive effect on the customer online purchase intention of the use of e-commerce. These results are not consistent with research conducted by Mandilas et al. (2013) and Kim et al. (2007), but this result is consistent with research conducted by Nazar and Syahran (2008). The researcher found results of this study showed that respondents from the Department of Accounting Faculty of Economics and Business Universitas Brawijaya and Universitas Muhammadiyah Malang are agree that the risks faced by consumers in online transactions is risk of transaction security and certainty for goods ordered. In this study, showed that perceived risk provide a positive and significant effect on individual intention to transact online.
Furthermore, the third hypothesis, Mandilas et al. (2013) showed that perceptions of benefits had much effect in doing online shopping. Perception of this benefit is an important factor that can affect a person's intentions online shopping. Consumers will largely be influenced by the usefulness of the product is not in use the ease of products. The analysis showed perceived benefit has a positive effect on the consumer online purchase intention.
This result is consistent with research conducted by Kim et al. (2007) and Park and Kim (2006) but this result is not consistent with research conducted by Bhatti (2007). this study also showed that students from the Department of Accounting Faculty of Economics and Business Universitas Brawijaya and Universitas Muhammadiyah Malang are agree with the benefits provided by using e-commerce system. The benefits of students in using e-commerce system is such as cost savings, time savings, and can be easily and quickly obtained, and will invite many people to use of e-commerce system.
And then, the four hypothesis, costs are operating costs that have been paid for conducting online transactions. The analysis showed that the cost has a negative effect on the customer online purchase intention of the use of e-commerce. This result is not consistent with research conducted by Delafrooz et al. (2011) but result from prior study by Wu et al.
(2012) the hypothesized relationships among the three cost relate constructs (information searching cost, moral hazard cost and specific asset investments) only information searching cost and moral hazard cost are consistent. Based on the two prior studies, this study also showed that respondents from the Department of Accounting Faculty of Economics and Business Universitas Brawijaya and Universitas Muhammadiyah Malang are agree that the cost has negative effect on the customer online purchase intention of the use of e-commerce.
The interdependence cost has a direct implication for delivery in online shopping.
Nevertheless, each cost given different impacts on repurchase intentions. This model explains the use of a three-component conceptualization of cost to understand consumers' is important.
Conclusion
This research is the field of information system research purchase and sale transactions.
This study aims to investigate the influence of several factors such as trust, perceived risk, perceived benefit and cost on the customer online purchase intention using e-commerce.
Based on the results, it can be concluded that the higher of people’s perceived of trust, perceived risk, perceived benefit and cost also can increase consumer online purchase intention using e-commerce.
The results stated that the construct of trust has a positive effect on the customer online purchase intention using e-commerce. The existence of e-commerce business is an alternative medium of trade that is promising. It provides much convenience for both parties between sellers and buyers in doing business transaction even though both parties in different location.
In general, consumers who have done online transactions will write a comment, whether they are happy or disappointed. It is to ensure that the intended goods in online store are good or not, and whether other customers are satisfied with the products offered. Only customers who have the trust that would dare to conduct transaction via the internet. Without the trust of customers impossible conduct e-commerce transaction.
The second variables stated that perceived risk has a positive effect on the customer online purchase intention using e-commerce. Because, buyers do not meet sellers directly, e- commerce raises risk perception can be different among buyers. Some are worried about the risk of losing money, worrying factor delivery time, there are also a factor to consider security and privacy.
Meanwhile for the third variables stated that perceived benefit has a positive effect on the customer online purchase intention using e-commerce. Benefits gained customers in using e- commerce system are cost savings, time savings, easiness and quickly obtained.
Finally, for the fourth result stated that the cost has a negative effect on the customer online purchase intention using e-commerce. The interdependence cost has a direct implication for delivery in online shopping. The existence of this facility is intended to facilitate customers to shop without any cost if customers come to the store desired. Online shopping facility does not cut the cost beyond the product price charged to the customer. As a buyer, of course, do not want to get stuck with unexpected expenses so that the price of products purchased to be more expensive.
This research can provide a great and beneficial influence on the customer online purchase intention using e-commerce. This study shows that the determinant factors can influence the customer online purchase intention using e-commerce. The determinants are trust, perceived risk, perceived benefit and cost. In addition, cost is not influenced by the customer online purchase intention using e-commerce.
The results of this study are also expected to provide input for the management of companies, especially online based transactions for more attention to perceived that will be perceived by consumers such as trust, perceived risk, perceived benefit and cost in applying and developing information system based online transactions. The increased on individual intention to online shopping indirectly increase the number of users online based transaction.
The researcher realized that this study has limitation, in which limitations of this study is R2 score of 0.498 which means that the variation change of the dependent variable that can be explained by the independent variable is at 49%, while 51% is explained by other variables outside factors studied by the researchers that trust, perceived risk, perceived benefit and cost.
Regardless of its limitations, this study can provide information and insight to the trade sector in order to develop e-commerce based on the attitude factor, quality systems, and
experience. Because the interests of individual/customer on the use of e-commerce can be influenced by the attitude of the individual, while the attitude is determined by several factors, namely the quality of systems and experience. By enhancing these factors e- commerce could be used by consumers maximally that can support the success of a company to accelerate and increase sales
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