THE EFFECTS OF PERCEIVED WEB QUALITY, EWOM, PERCEIVED BENEFITS AND TRUST (CASE STUDY OF SHOPEE ONLINE SHOP)

Purpose – The purpose of this study is to examine consumer attitudes toward online shopping in Indonesia. This study introduces an integrated model which includes perceived web quality, perceived benefits, electronic word of mouth (eWOM), an trust along with their relationships in order to examine their effects on consumer attitudes toward online shopping. Design/methodology – A structured and self-administered online survey was collages students in Indonesia. We develop a questionnaire related to this topic and distribute to 150 respondents. This study use online shopping attitudes as dependent variables, then the independent variables are perceived web quality, perceived benefits. There are two mediating variables: electronic word of mouth and trust. This study analyze about validity and reliability test, and uses simple and multiple regression to analyze. Findings – The empirical findings of this study indicate that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and eWOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results. Further, the authors also found that higher levels of perceived web quality lead to higher levels of trust in an online shopping web site. Perceived web quality was found to be a direct predictor of trust, and the former positively and significantly influences perceived benefits