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

International Conference on Arts, Social Sciences & Technology ,Penang, Malaysia, 24 - 25 February 2010

9 Pages Posted: 29 Jun 2011  

Ainur Rofiq

University of Brawijaya - Faculty of Economics and Business

Joseph M. Mula

Faculty of Business and Law, University of Southern Queensland

Date Written: February 24, 2010

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.

Suggested Citation

Rofiq, Ainur and Mula, Joseph M., The Effect of Customers’ Trust on E-Commerce: A Survey of Indonesian Customer B to C Transactions (February 24, 2010). International Conference on Arts, Social Sciences & Technology ,Penang, Malaysia, 24 - 25 February 2010. Available at SSRN: https://ssrn.com/abstract=1873952

Ainur Rofiq (Contact Author)

University of Brawijaya - Faculty of Economics and Business ( email )

Jl. MT. Haryono 165
Malang, East Java 65145
Indonesia
+62341551396 (Phone)

HOME PAGE: http://www.feb.ub.ac.id

Joseph M. Mula

Faculty of Business and Law, University of Southern Queensland ( email )

Toowoomba 4350, Queensland
Australia

HOME PAGE: http://www.usq.edu.au

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