Mediating Effect of Attitude in Internet Shopping Behavior of Consumer in Indonesia

The paper aimed to analyze the influence of perceived risk and intention to purchase online by consideration themediating effect of attitude among Indonesian consumers. The questionnaire was distributed to 200 respondents who consumed on the online shopping platform before through online survey. This study use structural equitation modelling to test the model analyzed with partial least square. The results indicated a direct influence between perceived risk and intention to purchase online. Along with the direct influence between consumer attitude and intention to purchase online. However, there is no influence between perceived risk with intention to purchase online with consumer attitude as a mediating variable.