Pengaruh Persepsi Risiko Yang Dirasakan Terhadap Perilaku Konsumen Dalam Pembelian Online Pada Produk Fesyen

Abstract

This study aims to determine the effect of decomposed perceived risk on consumer online shopping behavior of fashion products. This research is a development of Yue, Xiangbin, & Weiguo’s (2015) research. The significant differences presented are the product category, using the category of fashion product as the most demand category by consumers. Samples used are students in the field of accounting at universities. The result of this research are there is negative influence of perception of product risk to costumer satisfaction and re- purchased intention. The perceived cost risk has no negative effect on costumer satisfaction and re-purchase intention. Perceived of individual risk don’t have a negative effect on costumer satisfaction and re-purchased intention.