Abstract
Shopping in e-commerce, consumers will have perceived value and perceived risk. Marketers need to understand the value and risk of online purchases to understand online customer behavior. In addition, companies can create clear marketing strategies to influence online purchase intentions and create sustainable online shopping behavior. This study aims to analyze the effect of perceived value, which consists of utilitarian, hedonic, and social values and perceived risk on online purchase intention, where Cash On Delivery service is a moderating variable to analyze strengthens or weakens the effect of the relationship between perceived value and perceived risk on online purchase intention. There are 247 respondents of e-commerce customers in this research object then analyzed using PLS-SEM. Based on the results of this study, it is known that COD moderates the effect of perceived risk on online purchase intention. Social values have a positive effect on utilitarian & hedonic values, utilitarian and hedonic values mediate the influence of social values on online purchase intentions. Keywords: Online purchase intention; cash on delivery; perceived value; perceived risk, e-commerce
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