Peran Gender dan Perceived Risk Pada Pengaruh Trust Terhadap Online Repurchase Intention: A Moderated Mediation Analysis
Keywords:gender, repeat purchases, risk, trust
Indonesia E-commerce transactions contributed to GDP of IDR 125 trillion in year 2017 and will be estimated to increase by IDR 910 trillion in 2022. The fierce competition among the sellers require seller to provide a competitive advantage in order to increase revenue. Competitive advantage can be gained by the trust of customers who are willing to repurchase online. In this study, we examine how trust affects online repurchase intention by eliciting the interests that buyers receive when making transactions and seeing the existence of the application of gender differences. The study was conducted using a questionnaire using Google forms on 114 respondents. The findings of this study result that customers intend to repurchases online based on the trust eventhough it has risk, without any difference between man and woman as customer behavior.
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