Mechanism Of The Effect Of Customer Trust Of Vendor And Platform On Retail Customer Purchase Behavior:Exploration Of E-commerce Customers In Indonesia

The act of transacting through e-commerce can be said to involve high risk.For that reason,it is obvious that customer trust factor represents primary factor in ecommerce.Furthermore,e-commerce has just been adopted by Indonesia for the last ten years,practical implementation of which is to some extent very different from that of modern countries in terms of regulation,laws,and consumers' attitude.Ecommerce is no longer new to those modern countries.With regard to this relatively new business exercises especially for Indonesia,there are some interesting phenomena to consider as,for example,how far customers put their trust in ecommerce vendors and how their trust has effect on the level of participation in e-commerce.This research aims to analyze and reveal the effect of ability,benevolence,integrity and service of the vendor on the customer trust of E-commerce customers in Indonesia.To analyze and reveal the effect of easy access,easy transaction,safety transaction and differences product offered by the platform on the customer trust of E-commerce customers in Indonesia.To analyze and reveal the effect of customer trust on the purchase behavior of E-commerce customers in Indonesia.This research makes use of Indonesia e-commerce users as research samples while using likert scale questionnaire for data collection.Furthermore,the questionnaires are sent to as many as 107 respondents through WeChat.For data analysis method,SPSS.All the predictors variables(ability,benevolence,integrity,service,easy access,easy transaction,easy access,safety transaction,product differences)have positive effect against customer trust,and all the trust variables(convenient,satisfaction,responsibility,confidence,trustworthy,obedient)have the positive effect against customer participation in e-commerce...