Exploring Trust in Purchase Intention: An Empirical Research on Agricultural Application

DOI

10.2991/aebmr.k.200205.015How to use a DOI?

Keywords

agricultural application, purchase intention, trust, perceived risk, information quality

Abstract

The emerging issues of trust in online purchasing occur since the consumers unable to directly verified the products. Since trust plays a crucial role in online purchasing, it is important to identify the antecedents of trust in the context of online purchase intention. This study aims to determine the direct effect of trust and the indirect effect of trust mediated by perceived risk toward purchase intention. This study also aims to investigate the antecedents of trust in online purchase intention. This study is focused on providing empirical findings of purchase intention on agricultural application because there are a variety of digital start-ups that produce applications in the agricultural sector, helping farmers in selling agricultural products to consumers directly. This study was conducted on 121 respondents taken through a purposive sampling method. Data were analyzed using Partial Least Square (PLS). The results indicate that information quality becomes an antecedent of trust that has positive effect on consumers’ trust. Trust has a positive direct effect on purchase intention. In the terms of indirect effect of trust on purchase intention mediated by risk, trust has a negative effect on perceived risk and perceived risk has a negative effect on purchase intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Febrina Mahliza
PY  - 2020
DA  - 2020/02/12
TI  - Exploring Trust in Purchase Intention: An Empirical Research on Agricultural Application
BT  - Proceedings of the 4th International Conference on Management, Economics and Business (ICMEB 2019)
PB  - Atlantis Press
SP  - 72
EP  - 76
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200205.015
DO  - 10.2991/aebmr.k.200205.015
ID  - Mahliza2020
ER  -