Antecedents of Intention to Purchase Online Microculture Souvenirs: The Role of Perceived Risk

Yanuar E. Restianto, Suliyanto, Lina R. Naufalin, Aldila Krisnaresanti, Nur Chasanah

Abstract

Research on online shopping is generally conducted on standard and branded products, rather than on custom and unique artistic products. This research aims to analyze the influence of perceived price, product uniqueness, perceived ease of use, and information quality on the online purchasing intention of microfloriculture souvenirs with perceived risk as a moderating variable. This research is quasi-experimental using an online questionnaire with 170 respondents. The variable measurement uses five Likert scales. To test the causal relationship, structural equational modeling (SEM) with smart PLS was used. Based on the results of the analysis, it was concluded that perceived price, product uniqueness, perceived ease of use, and information quality had a positive effect on online buying intention for microfloriculture souvenir products, but perceived risk did not moderate the relationship between perceived price, and did not moderate the relationship between product uniqueness and online buying intention for microfloriculture products, souvenirs.

 

Keywords: perceived price, product uniqueness, online purchasing intention, perceived risk, microfloriculture souvenir.

 

https://doi.org/10.55463/issn.1674-2974.51.1.14


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