PENGARUH ORIENTASI NILAI BELANJA INDIVIDU TERHADAP PERILAKU PEMBELIAN ONLINE MAHASISWA STUDI EMPIRIS PADA FAKULTAS EKONOMI DAN BISNIS UNSOED

Abstract

The ever increasing internet access by students has changed their shopping behavior toward online shopping. Their online shopping behavior are affected by their individual shopping value. The hedonic shopping value is derived from the perceived fun or playfullness of the shopping, whereas utlitarian shopping value relates to the functonal aspects of the shopping context. This study investigates how the students of Faculty of Economics and Business UNSOED perceived benefits and risk in online shopping are influenced by their shopping value. The result of the research has shown that hedonic shopping value has greater effect to students perceived benefit, whereas utilitarian shopping value has greater effect to students perceive risk when they have online shopping. Keywords : online shopping, hedonic shopping value, utilitarian shopping value, perceived benefits in online shopping, perceived risks in online shopping