Abstract: This study aims to determine the effect of performance expectancy, effort expectancy , Social Influencers on Perceived Risk, and the effect of Perceived Risk on Behavioral Intentions, as well as moderation of the online shopping experience.The population contained in this study are all online shopping consumers who have transacted on the platformShopee e-commerce Indonesia. The criteria for selecting respondents used in this study were everyone who had made a purchase transaction at Shopee at least three times in the last month, namely in October 2022. The analysis used the Structural Equation Model (SEM) with the help of Amos 26. The results support all hypotheses.
Key Words: performance expectancy, effort expectancy , Social Influencer, Perceived Risk, Behavioral Intention
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