Analyzing the effect of trust and perceived value on purchase intention (case study of Shopee)

Rieza Firdian Rafsandjani


The progress of marketing is accelerating, nowadays people do not have to waste their time walking to the store to buy things. They just need to browse the internet and search for what they want and get it in no time. With this convenience and speed, online shopping interest is increasing. When customers intend to purchase products from the internet, they consider values and perceived beliefs. The main purpose of this study is to analyze the influence of the perception of values and beliefs on purchasing intentions in Shopee. Data were collected from 50 respondents and multiple regression analysis was used to test the relationship between variables. Based on the indicators described on the perception of value that is the value of experimental, functional value, market value and on the belief that is the ability, virtue, integrity then they have a significant partial influence on the purchase intention. The results can be maintained by giving customers the best value and earning their trust to maintain their purchase intentions.



online shop; purchase intention; perceived value; trust

Full Text:



Angel, J., R.D. Blackwell, dan P.W. Minard. 1995. Consumer Behaviour. Pearson Education International,

Prentice Hall.

Barber, B. (1983). The Logic and Limits of Trust, New Brunswick: Rutgers University Press. International Business Research. Vol. 3, No. 3.

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

Chen,Hui. (2012). ‘The Influence of Perceived Value and Trust on Online Buying Intention’. Journal of Computers. Vol. 7, No. 7.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.

Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.

Egger, A. (2006). ‘Intangibility and perceived risk in online environments’, Academy of Marketing, London: University of Middlesex.

Farid,M. S., Selina S.P.D., Affendy, A.H., (2016). ‘Understanding Malaysian Consumer Online Purchase Intention: The Roles of Perceived Risk and Perceived Value’. Journal of Social Science Research 31–36.

Ferdinand, Augusty, Prof., 2006, “Metode Penelitian Manajemen”, Badan Penerbit

Universitas Diponegoro, Semarang.

Gefen, D. (2000). ‘E-commerce: The role of familiarity and trust’, OMEGA The International Journal of Management Science, 28(6), 725-737.

Hair, J. F., Money, A. H., Samouel, P., & Page, M. (2007). Research Methods for Business. Chichester: John Wiley & Sons Ltd.

Hair, J. Wolfinbarger, M. Money, A. (2011). Essentials of Business Research Methods. 2nd ed. New York: M.E. Sharpe. P34-56.

Harcar, Talha, 2006, “Consumer’s Perceived Value and Buying Behavior of Store

Brands: An Empirical Investigation”, The Business Review, Vol. 5, No. 2

Kimery, K.M. and McCard, M. (2002). ‘Third-party assurances: Mapping the road to trust in e-retailing’, Journal of Information Technology Theory and Application, 4(2), 63-82.

McCole, P. and Palmer, A. (2001). ‘A critical evaluation of the role of trust in direct marketing over the internet’, World Marketing Congress, University of Cardiff, Wales.

Jarvenpaa, S. L., tractinsky, N. & Vitale, M. Consumer trust in an Internet store. Information Technology and Management, Vol. 1 (2000), p. 45-71.

Jarvenppa, S.L. and Tractinsky, N. (1999).‘Consumer trust in an Internet store: A cross-cultural validation’,Journal of Computer-Mediated Communications, 5(2).

Jarvenppa, S.L., Tractinsky, N. and Vitale, M. (1999). ‘Consumer trust in an internet store’, Information Technology and Management, 1(12), 45-71.

Kim, H. W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477–487.

Kramer, R.M. (1999). ‘Trust and distrust in organizations: Emerging perspectives, enduring questions’, Annual Review of Psychology, 50, 569-598.

Kwek, C. L., Lau, T. C., & Tan, H. P. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3), 63–76.

Laroche, M., Kim, C. and Zhou, L. (1996). ‘Brand familiarity and confidence as determinants of purchase intention: an empirical test in a multiple brand context’, Journal of Business Research, 37(2), 115-120.

Leeraphong, A. Mardjo, A. (2013). ‘Trust and Risk in Purchase Intention through Online Social Network: Focus Group Study of Facebook in Thailand’. Journal of Economics, Business and Management, Vol. 1, No. 4.

Maslow, A. (1943). A theory of human motivation. Psychological Review, 50, 370-396. Retrieved from

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–134.

Ringim, K. J., Razalli, M. R., & Hasnan, N. (2012). A Framework of Business Process Re-engineering Factors and Organizational Performance of Nigerian Banks. Asian Social Science, 8(4), 203-216.

Schifman, L.G. dan Kanuk, L.I. 2004. Consumer Behavior (eight edition). Prentice Hall, New Jersey.

Sekaran, U., & Bougie, R. (2009). Research Methods for Business: A Skill Building Approach. Chichester: John Wiley & Sons, Ltd.

Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71(3), 143–157.

Zeithaml, V.A.,Parasuraman, A., & Malhotra, A. Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, vol. 30(2002), p. 362-375.



  • There are currently no refbacks.

Copyright (c) 2018 Management and Economics Journal (MEC-J)

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

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881



P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.




Member of:


View My Stats