![]() ![]() ![]() ![]() Respondents’ characteristics and alternative payment methods might explain the insignificant moderation. This finding is noteworthy amid risky online purchase environment. Results showed that perceived transaction convenience has a positive and significant moderating effect, whereas perceived transaction security showed an insignificant moderating impact. ![]() The proposed relationship was tested with partial least square method. The sample consisted of consumers who had shopped for retail products online. Model development was also motivated by critics regarding TPB’s robustness in explaining consumer purchase behaviour therefore, this model is expected to enrich TPB by providing a more comprehensive picture in online purchase behaviour. Therefore, this study aims to develop a model analysing the moderating role of perceived transaction security and convenience in the relationship between online purchase intention and actual purchase. This indicates that the transition from online purchase intention to actual purchase is not as simple as postulated in the theory of planned behaviour (TPB) yet, there are other factors moderating the conversion. However, it is not being followed by an increase in the transaction completion ratio, with a cart abandonment rate of up to 70 percent. Online retail trade in Indonesia has grown dramatically in recent years. ![]()
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