Keywords : Online Shopping Motivation
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 10, Pages 1591-1599
The purpose of this study is to analyze the moderating effect of online shopping motivation in the relationship between perceived risk and brand trust toward online shopping decision. Responden in this work are muslims millenials in Karesidenan Pekalongan Indonesia. This study used SPSS to analyze different test and AMOS program to finding moderation variable. Islamic values motivation is stronger moderated than hedonistic values and utilitarian values. Future research can explored more determinan of the transendental values integration as Islamic values motivation in the online shopping behaviour.