How Online Behavioral Advertising Affects Purchase Intention with Consumer Trust as Mediating Variable

DOI

10.2991/978-2-38476-098-5_5How to use a DOI?

Keywords

online behavioral advertising; consumer trust; informativeness; credibility; entertainment; purchase intention; e-commerce

Abstract

Introduction/Main Objectives: This study investigates the role of consumer trust as mediating in the relationship between informativeness, credibility, and entertainment on purchase intention. This study will also look at the effect of consumer trust as a mediator on E-commerce in Indonesia. Background Problems: The rapid development of e-commerce has increased since changing consumer demand and increasing sales efficiency. Online e-commerce is a market formed by digital technology that facilitates trade in goods and services through e-commerce. Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign, or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Novelty: This study examines online behavioral advertising can affect purchase intention by using consumer trust as mediating variable and using SEM as technique analyse data that comprised both the reliability test and structural equation modeling. Research Methods: 234 responses were analysed using Structural equation modeling (SEM) - AMOS to test this study’s hypotheses. Finding/Results: The results prove that statistically online behavioral advertising has a significant positive effect on purchase intention. The study’s findings indicate that informativeness, credibility and entertainment have a direct influence on purchase intention, as well as a direct effect on consumer trust. In addition, the research showed the mediation influence of consumer trust between informativeness, credibility, entertainment, and purchase intention among Indonesian consumers.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitri Ayu Nofirda
AU  - Mulkan Ikram
PY  - 2023
DA  - 2023/08/31
TI  - How Online Behavioral Advertising Affects Purchase Intention with Consumer Trust as Mediating Variable
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 44
EP  - 53
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_5
DO  - 10.2991/978-2-38476-098-5_5
ID  - Nofirda2023
ER  -