Influence of Perceived Value and Perceived Risk to Trust and the Implications on Buying Intention

摘要

The bread the of internet use up on smartphones has resulted in buying and selling activities on the internet, which can even be done only with a smartphone. However, the rise of food purchases online is certainly not apart from the perceived benefits and the customer worries about the risk that will be faced. Trust becomes an important factor in the intention of buying food. Trust is expected to be higher when the perceived value is a higher and low perceived risk. This study aims to uncover the influence of perceived value and perceived risk to the trust and how the implications for buying intention. Using path analysis it is revealed that trust is the relationship between perceived value and buying intention, perceived value cannot be in the way of buying intention.