This study aims to identify risks that affect purchasing behavior and
purchase intention in people who do online shopping and domiciled in Indonesia.
This study is expected to provide a deeper insight in identifying the influence of
risks of purchase on the attitude and purchase intention in online shopping
behavior.
The study was conducted using a survey method that is distributed to 150
respondents in Indonesia, namely those who have done online shopping . Analysis
of the data calculations is performed using simple linear regression and multiple
linear regression with the program tools IBM SPSS Statistics Version 20.
The results showed that the attitude of the respondents are affected by
financial risk, product risk, non-delivery risk, convenience risk, infrastructure
variables, and returns policy. As in this study also identifies that purchase
intention in online shopping behavior is influenced by subjective norms,
perceived behavioral control and attitude. And lastly, it was found that online
shopping behavior are affected by the purchase intention and not influenced by
domain specific innovativeness.