The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites

Abstract

In this technological era, people look for faster, easier, and cheaper information. Consumers will choose online sales media to find information and carry out transactions. The required information is easily accessible and readily available for consumers to obtain. One of the possible sources of such an information can be obtained from online review media or internet sites in online shopping stores. Therefore, this research aimed to reveal the relationship between online reviews and purchase intention, as well as to evaluate the trust and risk perception variables that mediate the relationship between these two variables. This study focused on individuals between the ages of 18 and 50 who frequently use online shopping platforms like Shopee and Tokopedia. A sample size of 335 individuals was chosen through convenience sampling for this study. Data was primarily collected through a questionnaire. Next, the obtained data was analysed using the SEM approach and with the help of the AMOS—24 data processing program. The research results showed trust's important role in mediating the influence of online reviews on repurchase intention. Meanwhile, the relationship between variables involving perceived risk cannot increase the occurrence of repurchase intention. Therefore, online shopping sites still need to increase efforts to strengthen customer incentives in order to provide good online reviews and foster the trust; online shopping sites also need to increase guarantees of the low risk of errors perceived by customers.