Online retail trade in Indonesia has grown dramatically in recent years. However, it is not being followed by an increase in the transaction completion ratio, with a cart abandonment rate of up to 70 percent. This indicates that the transition from online purchase intention to actual purchase is not as simple as postulated in the theory of planned behaviour (TPB); yet, there are other factors moderating the conversion. Therefore, this study aims to develop a model analysing the moderating role of perceived transaction security and convenience in the relationship between online purchase intention and actual purchase. Model development was also motivated by critics regarding TPB’s robustness in explaining consumer purchase behaviour; therefore, this model is expected to enrich TPB by providing a more comprehensive picture in online purchase behaviour. The sample consisted of consumers who had shopped for retail products online. The proposed relationship was tested with partial least square method. Results showed that perceived transaction convenience has a positive and significant moderating effect, whereas perceived transaction security showed an insignificant moderating impact. This finding is noteworthy amid risky online purchase environment. Respondents’ characteristics and alternative payment methods might explain the insignificant moderation. As a practical implication, it is recommended that online retailers improve online transaction convenience to increase the conversion rate.

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Online shopping activity is currently very popular in the societyas online shops offer attractive products and provide convenience when shopping. Zalora is a highly preferred online shop, as it achieved the highest top brand index for several. This study aimed to analyze factors that influence consumer intentionto shop at Zalora. This research was conducted in Denpasar. The population in this study are consumers in Denpasar who have shopped at Zalora in the past 1 year. Samples were 112 respondents. Data collection used survey method with questionnaire as instrument. Data was analyzed using multiple linear regression analysis. The results showed that brand image and information quality has a positive and significant impact on online purchase intention. To improve Brand Image, Zalora needs to provide frequent discounts, display detailed product information including high-resolution photos and ensure that it provides benefit and value to consumers. To improve the information quality, Zalora needs to ensure that product information is presented accurately and completely, present product information in an easily understood format, and send timely notifications about the order status.

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Despite rapid growth in Indonesian e-commerce transactions, the profile is far below its actual potential compared to other Asian countries. It implies a low intention of Indonesians to conduct an online purchase. Therefore, a study that examines key factors that influence online purchase intention becomes necessary. This research aimed to analyse the influence of perceived benefit and perceived risk toward online purchase intention and actual purchase. A survey was conducted to collect data. Respondents were consumers who have bought retail products online. This study received 450 valid samples. Data was analysed using Partial Least Square. The result showed online purchase intention positively and significantly influence actual purchase. Perceived benefit has a positive and significant influence on online purchase intention and actual purchase. Remarkably, perceived risk does not exert a significant influence on online purchase intention and actual purchase. These insignificant relationships are allegedly due to online practices implemented in the marketplace as well as the respondents' characteristics. As managerial implications, it is recommended that online retailers emphasize the benefits of online shopping in their communication material and provide enhanced benefits to online consumers to increase online sales.