Determination of Purchase Intensity in Online Shopping: Case on Syiah Kuala University Student
Determination of Purchase Intensity in Online Shopping: Case on Syiah Kuala University Student

Summary/Abstract: This study aims to examine the effect of mediating product risk perceptions on therelationship of shopping experience and the intensity of purchases on Syiah Kuala Universitystudents. The data were collected from 150 students using the purposive sampling technique.The results show that online shopping experience has a significant effect on purchasingintensity and product risk perception on students. Product risk perception also has asignificant effect on the purchase intensity. Product risk perception is proven to partiallymediate the relationship between shopping experience and the purchase intensity on SyiahKuala University students. The result supports the theories and provides implications for boththeory and practice. The limitation of this research is it uses only 3 variables and focuses inone object.

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