The Effect of Perceived Risk on Customer^s Behavioral Intention of Digital Gold Platform: The Moderating Role of Trust Nadya Rachmatul Putri, Elevita Yuliati
Master of Management, Faculty of Economics and Business, Universitas Indonesia
Jalan Salemba Raya 4, Jakarta 10430, Indonesia
Abstract
Investing money into gold has been a popular option for investors as it has a history of maintaining its value even during uncertainty. In recent years, platforms that facilitate financial services have emerged, including digital gold platforms. This study aims to explore the role of perceived risk in digital gold platforms. Specifically, the study analyzes the moderating role of trust in the relationship between perceived risk and behavioral intention. The study applies a Unified Theory of Acceptance and Use Technology 2 (UTAUT2) along with its relationship with trust. One hundred ninety-two digital gold platform potential user data were collected by questionnaire and analyzed using structural equation modeling technique. The result indicated that perceived risk has a direct and indirect impact on behavioral intention. Moreover, it was found that trust moderates this relationship. This study suggests that digital gold platforms should gain trust and develop certain risk management strategies to enhance confidence among the customers to use the services.
Keywords: Digital gold- perceived risk- trust- UTAUT2- behavioral intention
