The Effect of Trust, Electronic Word of Mouth (e-WOM), and Perceived Risk on Online Purchase Intention among Shopee Users
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.014Keywords:
Purchase Intention, Trust, Electronic Word of Mouth, Perceived Risk, ShopeeAbstract
This study examines the effects of trust, electronic word of mouth (e-WOM), and perceived risk on online purchase intention among Shopee users in Indonesia.
Objectives: To examine the effects of trust, e-WOM, and perceived risk on online purchase intention among Shopee users, and to determine the relative importance of each predictor in explaining purchase intention variance.
Methodology: A quantitative approach using a cross-sectional survey of 96 Shopee users. Data were collected using a structured questionnaire with 52 reflective indicators measured on a 5-point Likert scale. Data analysis was conducted using PLS-SEM with SmartPLS 4 software, involving bootstrapping with 5,000 resamples. Sample adequacy was additionally evaluated through a statistical power analysis.
Finding: Electronic word of mouth has a significant positive effect on purchase intention (beta = 0.555, t = 6.449, p < 0.001). Perceived risk has a significant negative effect (beta = -0.159, t = 2.151, p = 0.032). Trust shows no significant effect (beta = 0.201, t = 1.827, p = 0.068). The model explains 70.6% of the variance in purchase intention (R² = 0.706, adjusted R² = 0.697, Q² = 0.297, SRMR = 0.061).
Conclusion: Electronic word of mouth is the dominant predictor of online purchase intention in the tested model, and perceived risk exerts a significant but small negative effect. Trust does not reach statistical significance, a result that should be read in light of its strong overlap with e-WOM (r = 0.795; VIF = 3.262) rather than as evidence that trust is irrelevant. The findings indicate that credible, informative peer reviews are the most actionable lever for marketplace managers, while risk-reduction mechanisms remain a secondary but measurable concern.
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