The role of perceived behavioral control and trust as mediator of experience on online purchasing intentions relationship a study on youths in denpasar city (Indonesia)

This research aims was to identify the effect of experience on purchasing intention via online mediated by perceived behavioral control and trust. This research uses survey method to collect data on youths in Denpasar City who have ever done purchasing via online. A total of 150 respondents are selected using convenience sampling at three state universities in Denpasar City. Data are analyzed by using variance-based SEM with Partial Least Square analysis (PLS). Previous purchasing experiences directly not significantly effect on purchasing intention via online. Perceived behavioral control and trust as complete mediation on experience and purchasing intention via online. This study uses survey method in which the cross-sectional data collection with questionnaires is used, while youths’ environments are always changing, so that the model can be used to test the future research. Recommendation to the online shop to modify the marketing mix and convince the consumers that transactions process via online is secured, so that they become more trusting to use online shop. The study develops the Theory of Planned Behavioral by using perceived behavioral control and trust as mediator on experience and purchasing intention via online. Keywords–– Experience, Perceived Behavioral Control, Purchasing Intention, Trust.