Exploring Trust in Purchase Intention: An Empirical Research on Agricultural Application

摘要

The emerging issues of trust in online purchasing occur since the consumers unable to directly verified the products. Since trust plays a crucial role in online purchasing, it is important to identify the antecedents of trust in the context of online purchase intention. This study aims to determine the direct effect of trust and the indirect effect of trust mediated by perceived risk toward purchase intention. This study also aims to investigate the antecedents of trust in online purchase intention. This study is focused on providing empirical findings of purchase intention on agricultural application because there are a variety of digital start-ups that produce applications in the agricultural sector, helping farmers in selling agricultural products to consumers directly. This study was conducted on 121 respondents taken through a purposive sampling method. Data were analyzed using Partial Least Square (PLS). The results indicate that information quality becomes an antecedent of trust that has positive effect on consumers' trust. Trust has a positive direct effect on purchase intention. In the terms of indirect effect of trust on purchase intention mediated by risk, trust has a negative effect on perceived risk and perceived risk has a negative effect on purchase intention.