Abstract: “The article proposes a model that related online shopping experience, attitude, reputation, privacy policy, positive rating, word of mouth to purchase intention, medicated by perceived trust. Respondents to the questionnaires were restricted to consumers who had experiences in online shopping in the most recent months. A total of 450 questionnaires were distributed, of which 232 were successfully replied respondents, yielding a usable response rate of 51.5%. Multiple regression analyses were used for hypothesis testing. The results of the study show that attitude, reputation, positive rating have a significant impact on purchase intention. In addition, the mediating impact of perceived trust is partially supported. Suggestions for implications of the research and future research are also presented.”

Keywords: perceived trust, purchase intention, attitude, reputation, positive rating