The Role of Prices Fairness on Intention to Online Transactions on Students in Yogyakarta
- DOI
- 10.2991/icobame-18.2019.59How to use a DOI?
- Keywords
- perceived benefits; perceived risk; perceived price; intention to shop online
- Abstract
This study aims to identify the effect of perceived prices on the intention to shop online. The sample in this study was students in Yogyakarta aged 17-24 years. The study sample of 100 people was collected using a convenience sampling technique guided by a questionnaire. Statistical analysis uses the structural equation model with split samples that distinguish samples that have high and low perceived prices. The growth of online shopping is in line with the growth of internet usage because the increase in internet usage is driving the growth of online shopping. Adolescents have high growth in internet usage, so the phenomenon of online teen shopping is interesting to study. The results of the study indicate that before perceived prices moderate the behavior of online shopping, perceived benefits and perceived risk influence the intention of online shopping. After perceived prices, moderate online shopping behavior, high perceived price groups, perceived benefits and perceived risk influence the intention of online shopping. Low perceived price group, perceived risk does not affect the intention of online shopping; perceived benefits affect the intention of online shopping. The low perceived price group indicates that product prices in online stores are relatively affordable and are considered more profitable than brick and mortar stores. The price of online shopping perceptions is profitable so that customers benefit compared to shopping at conventional stores. The results of this study can be an alternative to developing a strategy to increase the intention of online shopping by considering perceived prices as variables that moderate the intention of shopping online. Research on online shopping behavior in adolescents is important because growth in the number of internet users is increasing. Suggestions for further research by increasing the number of samples and dividing based on economic and social structure, because the income variable can explain its role in online shopping behavior.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sri Yuli Waryati AU - Budi Setyanta AU - Danang Wahyudi PY - 2019/07 DA - 2019/07 TI - The Role of Prices Fairness on Intention to Online Transactions on Students in Yogyakarta BT - Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018) PB - Atlantis Press SP - 277 EP - 279 SN - 2352-5428 UR - https://doi.org/10.2991/icobame-18.2019.59 DO - 10.2991/icobame-18.2019.59 ID - Waryati2019/07 ER -