From Doubt to Decision: Exploring the Role of Perceived Risk and Trust in Shaping E-Commerce Purchase Intentions on Shopee Indonesia

Abstract

This study investigates the role of perceived risk and trust in shaping e-commerce purchase intentions on Shopee Indonesia. As online shopping grows rapidly, concerns related to financial, psychological, and product risks continue to influence consumer behavior. This research aims to address these concerns by examining how different types of perceived risk affect trust and, in turn, influence purchase intention. Using a quantitative approach, data were collected from 189 Shopee users through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that financial risk, psychological risk, and product risk  significantly reduce trust, which in turn strongly influences purchase intention. The model explains 55.1% of the variance in trust and 54.9% in purchase intention. These results suggest that e-commerce platforms should focus on trust-building strategies such as transparent pricing, accurate product information, and strong buyer protection. This study provides new insight by integrating multiple risk dimensions in a single model and offers practical guidance for platforms operating in emerging markets. Future studies may explore cross-platform or cross-cultural comparisons to enrich understanding further.