Purchase Intention of Accounting Students in E-Commerce

Abstract

This research aims to provide empirical evidence on the influence of perceived user convenience, perceived benefit, perceived risk, and trust on purchase intentions in E-Commerce, as well as the influence of these factors on user attitudes towards shopping in E-Commerce. The study used primary data from 129 respondents, examining four independent variables perceived user convenience, perceived benefit, perceived risk, and trust alongside one mediating variable, attitude toward use, and purchase intention as the dependent variable. Partial test results indicate that perceived convenience, perceived usefulness, and trust significantly influence both attitudes and purchase intentions through attitudes toward using E-Commerce, while perceived risk does not have a significant effect on attitudes. Additionally, attitude toward use, perceived convenience, perceived benefits, perceived risk, and trust collectively have a significant impact on purchase intentions in E-Commerce. These findings highlight the critical role of user attitudes in mediating the effects of perceived convenience, benefit, and trust on purchase intentions in E-Commerce. This underscores the importance for e-commerce platforms to focus on enhancing user convenience and trust while mitigating perceived risks to drive positive user attitudes and, ultimately, higher purchase intentions.