Trust as a Moderator in Buying Behavior

DOI

10.2991/aebmr.k.220304.026How to use a DOI?

Keywords

Trust 1; Social Influence 2; Buying Behavior

Abstract

The increase in e-commerce that has led to the rise of online shopping has attracted researchers in the field of marketing. For two decades, the internet-based e-commerce model has been accepted as a marketing strategy by companies to capture market share even though today the traditional marketing model is still running. Marketers to date continue to make changes to online-based marketing strategies to attract buyers. The purpose of this study was to examine trust as a moderating variable between social influence and buying behavior. The sample is 300 respondents. The analytical method used is structural equation modeling. The results of this study indicate that trust can moderate social influences and buying behavior.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yulia Hamdaini Putri
AU  - Hera Febria Mavilinda
AU  - Islahuddin Daud
PY  - 2022
DA  - 2022/03/08
TI  - Trust as a Moderator in Buying Behavior
BT  - Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
PB  - Atlantis Press
SP  - 194
EP  - 196
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220304.026
DO  - 10.2991/aebmr.k.220304.026
ID  - Putri2022
ER  -