ABSTRACT
Internet shopping is continued to rise significantly each year. In the beginning, online shopping is dominated by products in search category such as books and CD’s, what interesting is in the last few years one of the most increasing number of products purchased online are clothing products, an experience product that is considered high risk for online purchase, along with that reason is the fact that research about value and perceived trust in internet shopping is still limited, this research is going to investigate how product type, trust, risk, and perceived value affect the consumer online purchase intention. Using online questionaires, findings shows that few criteria can be applied for both product category; book and clothing. Perceived value have significant impact in increasing purchase intention for both product categories. Perceived Risk turns out to be not negatively impact purchase intention for both products/website. The role of trust doesn’t give a significant impact in this model And there are a strong evidence that pleasure have a significant effect to perceived value on both of the product category. Results and the complete finding of this research can be read in the full paper.
