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December 30, 2024Journal of Telecommunications and the Digital EconomyOpen Access

Decoding Consumer Behaviour in Indonesian E Commerce: A Stimulus-Organism-Response Analysis

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Authors

KCKin Meng ChengLWLianna WijayaKNKah Choon Ng

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Overview

Survey analysis uncovers the impact of security, risk, and trust on online shopping intentions among suburban consumers, highlighting factors shaping e-commerce adoption.

Key Points

  • To examine how security, privacy, perceived risk, and cognitive trust shape the attitudes and shopping intentions of suburban e-commerce consumers using the Stimulus-Organism-Response framework.
  • Administered a targeted quantitative questionnaire to a cohort of suburban consumers (N=280) in Indonesia.
  • Conducted Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS to evaluate causal relationships among stimuli, internal consumer states, and behavioral responses.
  • Identified platform security, privacy protections, perceived risk, and cognitive trust as critical determinants influencing consumer attitudes and transaction intentions.
  • Characterized the causal mechanisms through which internal cognitive trust directly counterbalances perceived transaction risks to drive positive shopping behavior in suburban markets.

Cite This Study

Cheng et al. (2024) studied this question.

synapsesocial.com/papers/6a7dbf70da6d5413e2cb558ahttps://doi.org/10.18080/jtde.v12n4.1009
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