The Effect of Customers’ Trust on E-Commerce: A Survey of Indonesian Customer B to C Transactions

Abstract

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.

Keywords: e-Commerce, trust, ability, benevolence, integrity.