Modelling Online Purchase Behavior from Consumer Decision Model Perspective

Ni Luh Putu Indiani, Ni Made Purnami


Despite the significant growth of internet users in Indonesia, the use of the internet for online shopping is still quite low, which hinders the potential for e-commerce growth in Indonesia. This fact raises interest in analyzing factors that influence online shopping intention among Indonesians. Based on consumer decision model, this study developed an online purchase decision model using an integrative approach that includes factors of marketing stimuli, environmental influence, and consumer concern altogether. This integrative model is aimed to get a more comprehensive picture of online purchase behavior, as previous studies analyzed this object using only one or two of these three factors. A survey was conducted to collect data using questionnaire as the instrument. Respondents were consumers who have bought retail products online. Data were analyzed using Partial Least Square. The results showed that website quality, eWOM, and perceived benefit significantly influence online purchase intention through the mediation of trust. Practical implications are discussed further.       


Website Quality; eWOM; Perceived Benefit; Trust; Online Purchase Intention

Full Text:



Al-Debei, M.M., Akroush, M.N., & Ashouri, M.I. (2015). Consumer attitudes towards online shopping. Internet Research, 25(5), 707-733.

APJII. (2019). Penetrasi dan Perilaku Pengguna Internet Indonesia. Retrieved from

Bhalla, S. (2020). Demystifying the key antecedents of consumer trust in online shopping and testing the mediating role of consumer trust: an empirical study. The IUP Journal of Marketing Management, 9(1), 7-22.

Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.

Bray, J.P. (2008). Consumer Behaviour Theory: Approaches and Models. Retrieved from: URL:

Bukhari, S. M. F., Ghoneim, A., Dennis, C., & Jamjoom, B. (2013). The antecedents of travelers’ e-satisfaction and intention to buy airlines ticket online. Journal of Enterprise Information Management, 26(6), 624-641.

Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualizing electronic word of mouth activity. Marketing Intelligence and Planning, 29(5), 488-516.

Chang, R.D., Fang, C.J., & Tseng, Y.C. (2012). The effects of WebTrust assurance on consumers’ web purchase decision. Online Information Review, 36(2), 218-240.

Chen, Y.H., & Barnes, S. (2007). Initial trust and online buyer behavior. Industrial Management and Data Systems, 107(1), 21-36.

Cheng, S.Y., Tsai, M.T., Cheng, N.C., & Chen, K.S. (2012). Predicting intention to purchase on group buying website in Taiwan: virtual community, critical mass and risk. Online Information Review, 36(5), 698-712.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.

Chiou, J.S., Hsu, A.C.F., & Hsieh, C.H. (2013). How negative online information effects consumer brand evaluation: the moderating effects of brand attachment and source credibility. Online Information Review, 37(6), 910-926.

Cinca, C. S., Callen, Y. F., & Molinero, C. M. (2010). A Structural Model for Sales in the E-Retailing Industry. Journal of the Operational Research Society, 61, 1377-1388.

Cramer, D., & Howitt, D. (2004). The SAGE Dictionary of Statistics (1st ed.). London: SAGE Publication Ltd.

Cunningham, L.F., Gerlach, J.H., Harper, M.D., & Young, C.E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management, 16(4), 357-372.

D’Alessandro, S., Girardi, A., & Tiangsoongnern, L. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstones industry. Asia Pacific Journal of Marketing and Logistics, 24(3), 433-460.

Dholakia, R.R., & Zhao, M. (2010). Effects of online store attributes on customer satisfaction and repurchase intentions. International Journal of Retai and Distribution Management, 38(7), 482-496.

Durkan, P., Durkin, M. & Gillen, J. (2003). Exploring efforts to engender online trust. International Journal of Entrepreneurial Behaviour and Research, 9(3), 93-110.

Ellen, S. (2018). Slovin’s formula sampling techniques. Retrieved from:

Elliot, R., & Yannopolou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9/10), 988-998.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.

Grabner-Kräuter, S. (2009). Web 2.0 social networks: the role of trust. Journal of Business Ethics, 90(4), 505-522.

Guo, Y. & Barnes, S. (2011). Purchase behavior in virtual worlds: an empirical investigation in second life. Information and Management, 48, 303-312.

Hair, Jr., J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis A Global Perspective. Seventh Edition. New Jersey: Pearson Education.

Hsiao, K. L., Lin, J. C. C., Wang, X. Y., Lu, H. P., & Yu. H. (2010). Antecedents and consequences of trust in online product recommendations. Online Information Review, 34(6), 935-953.

Hsieh, J. Y. & Liao, P. W. (2011). Antecedents and moderators of online shopping behavior in undergraduate students. Social Behavior and Personality, 39(9), 1271-1280.

Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88.

Indiani, N.L.P., Rahyuda, I.K., Yasa, N.N.K. & Sukaatmadja, I.P.G. (2015). Perceived risk and trust as major determinants of actual purchase, transcending the influence of intention. ASEAN Marketing Journal, 7(1), 1-13.

Indiani, N.L.P., & Febriandari, S.N.S. (2021). Key antecedents of consumer purchasing behaviour in emerging online retail market. Cogent Business & Management, 8(1), 1-17.

ISO/IEC. (2005). Software engineering-software product quality requirements and evaluation (SQUARE) – Guide to SQUARE, International Organization for Standardization, Geneva.

Jadhav, V. & Khanna, M. (2016). Factors influencing online buying behaviour of college students: A qualitative analysis. The Qualitative Report, 21(1), 1-15.

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence and Planning, 30(4), 460-476.

Kabadayi, S. & Gupta, R. (2011). Managing motives and design to influence website revisits. Journal of Research in Interactive Marketing, 5(2/3), 153-169.

Kananukul, C., Jung, S., & Watchravesringkan, K. (2015). Building customer equity through trust in social networking sites. Journal of Research in Interactive Marketing, 9(2), 148-166.

Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings. Asia Pacific Journal of Marketing & Logistics, 22(3), 351-371.

Kesharwani, A. & Bisht, S.S. (2012). The impact of trust and perceived risk on internet banking adoption in India: an extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303-322.

Kim, J.H., & Lennon, S.J. (2010). Information available on a website: effects on consumer’s shopping outcomes. Journal of Fashion Marketing amd Management, 14(2), 247-262.

Kim, J., Yang, K., & Kim, B.Y. (2013). Online retailer reputation and consumer response: examining cross cultural differences. International Journal of Retail and Distribution Management, 41(9), 688-705.

Kim, H., & Niehm, L. S. (2009). The Impact Of Website Quality On Information Quality, Value, And Loyalty Intentions In Apparel Retailing. Journal Of Interactive Marketing, 23(3), 221-233.

Kim, J.H., & Lennon, S.J. (2010). Information available on a website: effects on consumer’s shopping outcomes. Journal of Fashion Marketing amd Management, 14(2), 247-262.

Kim, J., Yang, K., & Kim, B.Y. (2013). Online retailer reputation and consumer response: examining cross cultural differences. International Journal of Retail and Distribution Management, 41(9), 688-705.

Kim, D.J., Ferrin, D.L. & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.

Kompas. (2018). Jumlah Pembeli Online Indonesia Capai 11,9 Persen dari Populasi.

Laing, A. & Royle, J. (2013). Bookselling online: An examination of consumer behaviour patterns. Publishing Research Quarterly, 29, 110-127.

Lee, E. J. & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type and reviewers’ photo. Computer in Human Behavior, 31, 356-366.

Lim, K. S., Heinrichs, J. H., & Lim, J. S. (2009). Testing a MIMIC model of e-shopping site usage. International Journal of Retail and Distribution Management, 37(10), 852-866.

Lin, C. H., Lee, S. H., & Horng, D. J. (2011). The effects of online reviews on purchasing intention: the moderating role of need for cognition. Social Behavior and Personality, 39(1), 71-82.

Lin, L.Y., & Lu, C.Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 16-34.

Ling, K.C., Daud, D.B., Piew, T.H., Keoy, K.H. & Hassan, P. (2011). Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, 6(6), 167-182.

Liu, C. and Forsythe, S. (2010). Post-adoption online shopping continuance. International Journal of Retail and Distribution Management, 38(2), 97-114.

Lo, S.K., Chiu, Y.P., & Hsieh, A.Y. (2013). Photograph and model use within an online auction page for influencing buyer’s biding behavior. Online Information Review, 37(3), 354-368.

Loda, M.D., Techmann, K., & Zins, A.H. (2009). Destination websites persuasiveness. International Journal of Culture, Tourism and Hospitality Research, 3(1), 70-80.

Lowry, P.B., Vance, A., Moody, G., Beckman, B. & Read, A. (2008). Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites. Journal of Management Information Systems, 24(4), 199-224.

Luhmann, N. 1979. Trust and Power. Chichester: John Wiley.

Mahrous, A. A. (2011). Ancetedents of privacy concerns and their online actual purchase consequences: a cross-country comparison. International Journal Electronic Marketing and Retailing, 4(4), 248-269.

Mayayise, T. & Osunmakinde, I. O. (2014). Ecommerce assurance models and trustworthiness issues: an empirical study. Information Management and Computer Security, 22(1), 76-96.

Mazaheri, E., Richard, M., & Laroche, M. (2012). The role of emotions in online consumer behavior: a comparison of search, experience, and credence services. Journal of Service Marketing, 26(7), 535-550.

Moe, W. W., & Fader P. S. (2004). Dynamic Conversion Behavior at E-Commerce Sites. Journal of Management Science, 50(3), 326-335.

Mohamed, N., Hussein, R., Zamzuri, N.H.A. & Haghshenas, H. (2014). Insights into individual’s online shopping continuance intention. Industrial Management and Data Systems, 114(9), 1453-1476.

Park, D.H., Lee, J. & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.

Phelan, K. V., Christodoulidou, N., Countryman, C. C., & Kistner, L.J. (2011). To book or not to book: the role of hotel website heuristics. Journal of Services Marketing, 25(2), 134-148.

Rochaety, E. (2017). Sistem Informasi Manajemen (3rd ed.). Jakarta: Mitra Wacana Media.

Sahney, S., Ghosh, K., & Shrivastava, A. (2013). Conceptualizing consumer trust in online buying behavior: an empirical inquiry and model development in Indian context. Journal of Asia Business Studies, 7(3), 278-298.

Sarwono, J. (2013). 12 Jurus Ampuh SPSS untuk Riset Skripsi (1st ed.). Jakarta: Elex Media Computindo.

Shaqiri, A.B. (2015). Impact of information technology and internet in business. Academic Journal of Business, Administration, Law and Social Sciences, 1(1), 73-79.

Smith, A., Stirling, A., & Berkhout, F. (2005). The Goverment of Sustainable Socio-Technical Transitions. Research Policy, 34, 1491-1510.

Sohail, M.S. (2014). Factors impeding online shopping: An Arab world perspective. European Online Journal of Natural and Social Science, 3(4), 972-982.

Sweeney, J.C., Soutar G.N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3-4), 344-364.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Monetary Value of Word-of-Mouth Marketing in Online Communities. GfK Marketing Intelligence Review, 20(1).

Weisberg, J., Te’eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce. Internet Research, 21(1), 82-96.

Wu, J.J. & Chang, Y.S. (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27(6), 1253-1261.

Xu, B., Lin, Z., & Shao, B. (2010). Factors affecting consumer behaviors in online buy-it-now auctions. Internet Research, 20(5), 509-526.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.