DEVELOPING CONCEPTUAL MODEL FOR ONLINE SHOPPING ATTITUDE IN INDONESIA: BASED ON THE DIFFUSION OF INNOVATIONS THEORY

Conducting research towards the attitude of online shopping which involves various dimensions of social and attitude theories is inevitably important. It is compulsory inasmuch as the big potential values kept by such attitude, whether monetary value arising from online transaction or the number of individuals involved in such transaction as economic actors. The aim of this research is to analyze on the impact of various dimensions of social theories, i.e.difussion of innovations theory, technology acceptance theory, attitude theory, and customers� trust towards the attitude of online shoppers as an innovation in marketing field. By elaborating (synthesizing) those four aspects, it is expected that notable output can be derived as the guideline for any problem solving regarding online shopping formulized by three major pillars of economic actors, i.e. producer/provider of online shopping service, customers, and government. Survey methods used for data collection are distributed to selected respondents in the form of perceptions, attitudes, and their opinion towards online shopping and Structural Equation Model as an instrument for testing a hypothesis. The result of the research displays that the degree of inovativeness, the degree of technology acceptance, and trust semuanya have positive impact towards online shoppers� attitude. The implication of this research, the researcher suggests for the importance of developing customers� attitude and opinion in accepting an innovation (adopter category) and customers must