The Antecedent of Consumer Attitudes Toward Online Shopping in Beauty Industry The Role of Trust as mediating

Abstract

—This study to investigate the mediating effect of Trust in the relationship between Relative
Advantage, Electronic Word of Mouth on Consumer Attitudes Toward Online Shopping in the Beauty
Industry. The respondents are 290 people from beauty Xyz customers. The design research used a survey
model purposive sampling method as a sampling technique. The data analysis in this research used
Structural Equation Modeling (SEM) as an analysis technique with AMOS as an analysis tool. The results
show that Relative Advantage and Electronic Word of Mouth is not statistically significant impact
consumer Attitudes Toward Online Shopping; the results confirm that Trust mediates the effects of
Relative Advantage on Attitudes Toward Online Shopping.