期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：7
页码：2107-2121
出版社：Journal of Theoretical and Applied
摘要：The research objective is to analyze the factors that influence online consumer behavior in e-marketplace in Indonesia and its priorities. Questionnaires were distributed to 384 respondents who were users of one of the top five e-marketplaces in Indonesia. Data were analyzed using Structural Equation Modeling (SEM) and processed using SmartPLS. This research model describes 80.50% of online consumer behavior, where there are several factors, namely seller's reputation, trust in market-maker, perceived ease of use, perceived usefulness, perceived risk, after sales services, customer services, trust in the seller, and product quality. It can be concluded that the seller's reputation factor is a factor that must be prioritized in increasing online consumer behavior.
关键词：Online Consumer Behavior; E-Marketplace; SEM; SmartPLS; Indonesia
