PERANAN OFFLINE BRAND TRUST TERHADAP TECHNOLOGY ACCEPTANCE MODEL MELALUI PERCEIVED RISK DALAM ONLINE SHOPPING PRODUK ELEKTRONIK DI SURABAYA

Abstract

Online shopping is a new and popular way to shop in Indonesia generally, and especially in Surabaya. Consumers are engaged in uncertainty situation when they are shopping in online webstore, which is completely different compared to shopping in a brick and mortar store. This study is conducted to determine whether consumers’ brand trust toward retailers offline will affect to variables in Technology Acceptance Model through online perceived risk, which lead to customers’ behavioral intention to transact online at retail stores’ websites. This study took a sample of online shoppers in Surabaya who has ever bought an electronic product offline at some selected brick and mortar retail stores. The main instrument used to collect data is questionnaire and using likert scale. The total amount of respondents in the study are 51 respondents. The method used to analyze data is Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The results show that offline brand trust has significant negative effect to perceived risk, and perceived risk has significant negative effect to perceived ease of use, perceived usefulness, and behavioral intention to transact online. Perceived ease of use has significant positive effect to perceived usefulness and behavioral intention to transact online, and perceived usefulness has significant positive effect to behavioral intention to transact online. The results of this study suggest that offline brand trust indirectly affects variables of Technology Acceptance Model through perceived risk. Thus, offline brand trust indirectly affects customers’ behavioral intention to transact online in Surabaya. For this study focused on consumers of electronics, the next study could include other objects (i.e. apparel products) and take wider scope of area to generalize the actual situation in Indonesia.