Title: How trust and perceived risk create consumer purchase intention in the context of e-commerce: moderation role of eWOM

Authors: Dudi Amarullah

Addresses: Faculty of Economics and Business, Airlangga University, Jln. Airlangga 4 Surabaya, Indonesia

Abstract: E-commerce is a business model that has developed very rapidly. In this context, this research is intended to examine how the mechanism of consumer trust and consumer perceived risk in creating purchase intention in the context of e-commerce, and how the role of eWOM in influencing the relationship between trust, perceived risk, and purchase intention. Empirical data were collected by distributing questionnaires to respondents in Indonesia. Hypothesis testing is done by using partial least square-structural equation modelling (PLS-SEM). The findings in this study indicate that trust has a positive impact on purchase intention, while perceived risk has a negative impact on purchase intention. For the moderating effects, the findings in this study indicate that eWOM was able to moderate the impact of perceived risk on purchase intention. In contrast, it was also found that eWOM was unable to moderate the impact of trust on purchase intention. Several implications are also presented at the end of the paper.

Keywords: e-commerce; trust; perceived risk; eWOM; online purchase intention.

DOI: 10.1504/IJEMR.2023.127288

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.1, pp.107 - 122

Received: 15 Mar 2021
Accepted: 30 Jul 2021
Published online: 30 Nov 2022 *