The Effect of Customers’ Trust on E-Commerce: A Survey of Indonesian Customer B to C Transactions
University of Brawijaya - Faculty of Economics and Business
Joseph M. Mula
Faculty of Business and Law, University of Southern Queensland
February 24, 2010
International Conference on Arts, Social Sciences & Technology ,Penang, Malaysia, 24 - 25 February 2010
This study aims at analyzing the effect of vendor’s ability, benevolence, and integrity toward e-Commerce customers’ trust. This study makes use of Indonesian e-Commerce users as research samples while using Likert scale questionnaire for data collection. Furthermore, the questionnaires are sent to as many as 198 respondents through the mailing list. For data analysis method this research uses Structural Equation Model (SEM). Out of three predictor variables (ability, benevolence, and integrity), it is only vendor’s integrity that has positive and significant effect on Indonesian customers’ trust.
Number of Pages in PDF File: 9
Keywords: e-Commerce, trust, ability, benevolence, integrity.Accepted Paper Series
Date posted: June 29, 2011
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